Asynchronous advertising placement based on metadata

ABSTRACT

A podcast system and method are provided to select and deliver media ads over a network to a user device and to insert the media ads in media content subscribed to and delivered over the network to the user device.

CROSS-REFERENCE TO RELATED APPLICATIONS

The present application is a continuation and claims the prioritybenefit of U.S. patent application Ser. No. 11/586,989 filed Oct. 25,2006, which claims the priority benefit of U.S. provisional applicationNo. 60/730,402 filed Oct. 25, 2005, the disclosures of which areincorporated herein by reference.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The invention relates in general to subscription to receive informationover a computer network, and more particularly, to podcasting.

2. Description of the Related Art

Podcasting involves distribution of multimedia files over a network,typically the Internet, using a syndication format, for playback onmobile devices or personal computers, for example. Ordinarily, theseinformation content files contain audio or video, but also may containimages, text, PDF, or any file type. By syndication format, it is meanta format used to associate computer readable files. A syndication formatis used to associate files that are available for delivery over anetwork. The syndication format also is used to provide users withinformation concerning the subject matter or content of files availablefor download. Based upon information provided in the syndication format,a user may decide to subscribe to delivery of one or more files.Syndication format-aware computer programs then can automaticallydetermine what files to download to subscribing users and toautomatically download such files.

A feed is an association among files specified in accordance with asyndication format. Generally, a feed is used to associate filesaccording to criteria specified by a publisher of the content. Forexample, files associated by a feed may represent episodes in a programsimilar to episodes of a television or radio program. For instance, afeed may comprise a list of the URLs by which episodes of a show may beaccessed over the Internet. A content provider may post a feed on awebserver. This location may be referred to as the feed URI (or, perhapsmore often, feed URL). Ordinarily, a feed is updated each time a newfile (e.g. episode or media file) is published. Alternatively, a feedmay associate files based upon more arbitrary criteria, however, such asfiles of favorite songs of a particular blogger. The RSS and Atomformats are examples of two popular feed formats. The RSS format is anexample of a simple XML-based format that allows users to subscribe tocontent available for download from networks sites such as Internetwebsites. An RSS feed comprises an association of files using the RSSformat. An Atom feed comprises an association of files using the Atomformat.

A user typically uses a type of computer program known as an aggregator,sometimes called a podcatcher or podcast receiver, to subscribe to andmanage subscriptions to feeds. An aggregator monitors a set of feeds fora user and downloads file updates at a specified interval, such as everytwo hours, for example. A downloaded file, such as an episode of a showfor example, then can be played, replayed, or archived as with any othercomputer file.

RSS (Really Simple Syndication) is an example of a simple XML-based feedformat that allows users to subscribe to their favorite websites. UsingRSS, a webmaster can put content into a well-known format, which can beviewed and organized through RSS-aware software. The web address of afile (e.g. a media file) may be contained in a enclosure tag of an itemin an XML file in accordance with RSS 2.0. Two constituents of a typicalRSS feed are the channel element and the item element. Both the channelelement and the item element may comprise sub-elements. Actually theitem element itself is a sub-element of a channel element.

The following is a list of some RSS channel elements, each with a briefdescription and example.

Element Description Example title The channel name entertainment.comlink URL to the HTML website http://www. corresponding to the channel.entertainment.com/ description Phrase or sentence The report fromdescribing the channel. entertainment, an entertainment company Web site

A channel may contain a number of <item>s. An item also may be completein itself. Elements of an item are optional. The following lists someRSS item elements, each with a brief description and example.

Element Description Example title The title of the item. Excellent NewSong link The URL of the item. http://publication.com/2006/10/18EAF.htmldescription Brief description of the The Excellent New Song was releasedto critical item. acclaim. enclosure Description of an object Has threerequired attributes. url attached to the item. indicating where theenclosure is located, length indicating size in bytes, and typeindicates file type is, e.g. standard MIME type. <enclosureurl=“http://www.songname.com/mp3s/firstsong .mp3” length=“13217840”type=“audio/mpeg” /> guid Globally uniqueguid>http://arbitrary.server.com/weblogItem50 identifier, a string that50</guid> uniquely identifies the item. When present, an aggregator maychoose to use this string to determine if an item is new. source RSSchannel where the <source item came from. (Theurl=“http://www.musicreview.org/links2.xml”> purpose of this elementmoviereview'slocation</source> is to propagate credit for links)

Thus, podcasting provides a new paradigm for delivery of informationover networks. The popularity of podcasting has created a need todevelop new approaches to targeting content to users based upon thecontent to which have subscribed. In particular, for example, there hasbeen increased interest in developing improved techniques to targetadvertisements to users who subscribe to content. The present inventionmeets this need.

SUMMARY OF THE PRESENTLY CLAIMED INVENTION

In one aspect a method is provided to manage insertion of media ads inmedia content over a network. The method includes receiving a requestfor ad updates for insertion in media content subscribed to by a userdevice, and also receiving information identifying at least one media adto insert in the subscribed to content on the user device. The methodfurther includes generating metadata indicating an ad placement rule todesignate insertion location of the at least one media ad in thesubscribed to media content. The at least one media ad is sent over thenetwork to the device. The metadata also is sent over the network to thedevice.

In another aspect a system is provided to manage insertion of media adsin media content over a network. The system comprises a CPU, datastorage and a bus interconnecting the CPU and the data storage. The datastorage is encoded with program code to cause the CPU to perform aprocess. The process includes receiving a request for ad updates forinsertion in media content subscribed to by a user device, and alsoreceiving information identifying at least one media ad to insert in thesubscribed to content on the user device. In addition, the processincludes generating metadata indicating an ad placement rule todesignate insertion location of the at least one media ad in thesubscribed to media content. The at least one media ad is sent over thenetwork to the device. The metadata also is sent over the network to thedevice.

These and other features and advantages of the invention will beappreciated from the following description of embodiments thereof inconjunction with the appended drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is an illustrative block level diagram representing a system andrelated method to receive and process content provider criteria fordetermining combination of ads with content (metadata), user profileinformation, and ad campaign provider criteria for determiningcombination of content with ads (metadata), and further, to deliver adsdetermined to be associated with content to users who have received orsubscribed to receive the content.

FIG. 2 is an illustrative architecture level diagram representing aserver level view of content delivery systems and ad delivery systemsand representing the flow of content and ads to users and showing, ingeneralized form, the use of ad campaign-related control information(metadata), user profile information and content-related controlinformation (metadata) to determine which ads to send to which userdevices.

FIG. 3 is an illustrative drawing representing a system to gathercontent provider information and advertisement campaign providerinformation in accordance with some embodiments of the invention.

FIG. 4 is an illustrative drawing of a user information gathering systemin accordance with some embodiments of the invention.

FIG. 5 is an illustrative drawing of a system to register to receivecontent in accordance with some embodiments of the invention.

FIG. 6 is an illustrative drawing of a system to select ads for deliveryto a user device and an advertisement delivery source for delivery ofselected ads to a user device.

FIG. 7 is an illustrative block level diagram showing interaction ofselect components of a user device involved with associating ads withcontent and gathering and reporting user usage information in accordancewith some embodiments of the invention.

FIG. 8 is an illustrative functional block diagram representingoperation of a system and process to separately deliver content and adsto a user device and to associate the ads with content by the userdevice in accordance with some embodiments of the invention.

FIG. 9 is an illustrative block diagram representing a system andprocess to resolve content provider ad campaign-related rules, adcampaign provider content-related rules and ad campaign provideruser-related rules to determine optimal matching of ads to users andcontent in accordance with some embodiments of the invention.

FIGS. 10A-10B are illustrative drawings of an illustrative example ofinstances of matching between content of individual content providersand multiple ad campaigns and an illustrative flow diagram of a processperformed by a first module of FIG. 9 to produce these instances inaccordance with some embodiments of the invention.

FIGS. 11A-11B are illustrative drawings of an illustrative example ofseveral instances of matching between ad campaigns of individual adcampaign providers and multiple content sources and an illustrative flowdiagram of a process performed by a second module of FIG. 9 to producethe instances in accordance with some embodiments of the invention.

FIGS. 12A-12B are illustrative drawings of an example of severalinstances of mutual matching between content and ad campaigns identifiedthrough resolution of content matching instances of FIG. 10A and admatching instances of FIG. 11A and an illustrative flow diagram of aprocess performed by a third module of FIG. 9 to resolve the matchingresults of the first and second modules to produce one or more adcampaign/content mutual matching instances in accordance with someembodiments of the invention.

FIGS. 13A-13B are illustrative drawings of an example of instances of adcampaign-related user-related rules-based matching of ad campaigns tousers and an illustrative flow diagram of a process performed by afourth module of FIG. 9 to produce the instance in accordance with someembodiments of the invention.

FIGS. 14A-14B are illustrative drawings of an example of an instance ofuser-related user rules based matching of ad campaigns to users inaccordance with an embodiment of the invention and an illustrative flowdiagram of a process performed by a fifth module of FIG. 9 to producethe instance in accordance with some embodiments of the invention.

FIGS. 15A-15B are illustrative drawings of an example of a user-rulesrelated mutual matching instance, which indicates mutual matchingbetween an ad campaign-related user-related rules-based match instanceof FIG. 13A and user-related user rules based match instance of FIG. 14Aperformed by the fourth and fifth modules of FIG. 9 and an illustrativeflow diagram of a process performed by a sixth module of FIG. 9 toproduce one or more ad campaign/user mutual matching instances inaccordance with some embodiments of the invention.

FIGS. 16A-16B are illustrative drawings of an example of a user/adcampaign match instance, which indicates an ad campaign eligible to besent to a user based upon the ad campaign/content mutual matchinginstances of FIG. 12A and the ad campaign/user mutual matching instancesof FIG. 15A, and an illustrative flow diagram of a process performed bya third sub-system of FIG. 9 to produce the user/ad campaign matchinstance in accordance with some embodiments of the invention.

FIGS. 17A-17E are illustrative drawings of a content provider graphicaluser interface (GUI) used by content provider devices to interact over anetwork with a web based publisher application operative on theregistration server as shown in FIG. 3 in accordance with someembodiments of the invention.

FIGS. 18A-18D are illustrative drawings of a ad campaign providergraphical user interface (GUI) used by ad campaign provider devices tointeract over a network with a campaign manager operative on theregistration server as shown in FIG. 3 in accordance with someembodiments of the invention.

FIGS. 19A-19C are illustrative drawings representing successive portionsof a scrollable “Add a New Campaign” ad campaign GUI screen that isgenerated by actuating the “add a new campaign” button on the “CampaignOverview” screen of FIG. 18A or on the “Campaign Detail” screen of FIG.18B.

FIGS. 20A-20B are illustrative drawings of a content provider graphicaluser interface (GUI) used by user devices to interact over a networkwith a registration profile gathering server as shown in FIG. 2.

FIG. 21 is an illustrative flow diagram of a process by which the usagereporting module of FIG. 7 reports usage events in accordance with anembodiment of the invention.

FIG. 22 is an illustrative drawing representing a content file withassociated cue sheet providing book marks that indicate locations in thecontent file where ads are to be inserted in accordance with someembodiments of the invention.

FIG. 23 is an illustrative drawing of an example of XML code thatencodes an RSS feed representing two content items and their associatedcue sheet information.

FIG. 24 is an illustrative chart showing a matrix of ad encodingpossibilities for content media in a variety of different encodingformats.

FIGS. 25A-25D are illustrative drawings representing content and adsbefore insertion (FIG. 25A), after ad insertion (FIG. 25B fade detailsnear the beginning of an inserted ad (FIG. 25C) and near the end of aninserted ad (FIG. 25D).

FIGS. 26A-26B are illustrative diagrams representing content andassociated ad insertion points (FIG. 26A) and a set of ads andcorresponding ad insertion points (FIG. 26B).

DETAILED DESCRIPTION

The following description is presented to enable any person skilled inthe art to make and use a system and method for matching selectedinformation, such as advertising information, to media content/usercombinations in which the information and the content are delivered to auser over a network. The description discloses the system and method inaccordance with embodiments of the invention and in the context ofparticular applications and their requirements. Various modifications tothe preferred embodiments will be readily apparent to those skilled inthe art, and the generic principles defined herein may be applied toother embodiments and applications without departing from the spirit andscope of the invention. Moreover, in the following description, numerousdetails are set forth for the purpose of explanation. However, one ofordinary skill in the art will realize that the invention can bepracticed without the use of these specific details. In other instances,well-known structures and processes are shown in block diagram form inorder not to obscure the description of the invention with unnecessarydetail. Thus, the present invention is not intended to be limited to theembodiments shown, but is to be accorded the widest scope consistentwith the principles and features disclosed herein.

A system and method in accordance with some embodiments of the inventionfacilitates an online marketplace in which providers of media contentand ad providers match ads with content and with online users whoreceive or subscribe to receive the content. The online marketplaceprovides a venue in which content providers and advertisers can find outabout each others' offerings and user profiles and preferences and canagree upon matching of ads with content and users. Content providersprovide media content. As used herein media content may comprise soundsor motion pictures or a combination of both. One quality of a motionpicture is that it comprises a series of images played so as toapproximate continuous motion. A motion picture may represent real-lifeimages or computer generated images such as video game environments, forexample. Media content may comprise music, news reports, talk shows,weather reports, traffic reports, video clips and radio/TV likeprograms, for example. Media content can be organized into contentchannels that may be updated periodically. For instance, a talk showchannel may be updated with the latest interview or a weather channelmay be updated with a new weather report.

In some embodiments, content providers use a network such as theinternet to designate criteria for associating their content with ads.Ad campaign providers use the network to designate criteria forassociating their ad campaigns with content and users (e.g. listeners orviewers). Users subscribe to receive content over the network. Users usethe network to designate preferences that may be used to focus and/orlimit the types of ads and/or content they receive. A user's contentand/or ad usage information that is indicative of user habits orpreferences is gathered via a communications medium, such as theinternet. Ads are selected for online delivery based upon the contentprovider criteria, ad campaign provider criteria, user preferences anduser usage history or habits. Selected ads are delivered over theinternet to the user. Ad campaign providers make payments to contentproviders in return for users viewing or listening to content obtainedonline interspersed with ads obtained online.

FIG. 1 is an illustrative block level diagram of a system 100 to receiveand process content provider criteria for determining combination of adswith content (metadata), user profile information, and ad campaignprovider criteria for determining combination of content with ads(metadata), and further, to deliver ads determined to be associated withcontent to users who have received or subscribed to receive the content.More particularly, the illustrative drawing of FIG. 1 shows flow ofinput control information and processing used to dynamically matchadvertisements with content/user profile combinations in accordance withsome embodiments of the invention. The system 100 includes multiplessources of control information: campaign manager block 102, userprofiles block 104 and content publisher/manager block 106. The system100 includes a storage repository 108 for ad campaign-related controlinformation (metadata) and a storage repository 110 for content-relatedcontrol information (metadata). The system 100 includes a matchprocessing block 112 that determines which ads to match to whichcontent/user combinations 111 based upon the control information. Insome embodiments, the match processing block is associated with an adserver that sends ads to user devices 114 via network 116 for storage ina user device's local ad storage 118.

In operation, an ad campaign manager 113 inputs metadata and rulesconcerning an ad campaign via block 102. The ad campaign metadata andrules may serve as control information for use in determining whichusers and/or which content to match to ads in an ad campaign. The admetadata may include information about the ads in the campaign, forexample. A content publisher manager 115 inputs metadata and rulesconcerning content via block 106. The content metadata and rules alsomay serve as control information for use in determining which usersand/or which content to match to ads in an ad campaign. The contentmetadata may include information about the content, for example. Theuser profiles block includes an aggregation of information concerningusage, preferences, geographic information, demographic informationabout users. For instance, user information may be included in userprofiles for individual users or for groups of users or for userorganizations, for example. The user profiles may serve as controlinformation for use in determining which users and/or which content tomatch to ads in an ad campaign.

The match processing block 112 reconciles control information in thead-related control information storage repository 108 and in thecontent-related control information storage repository 110, and userprofile information of block 104. Note that updates to the ad-relatedcontrol information storage repository 108 and to the content-relatedcontrol information storage repository 110 need not be provided at thesame time. Moreover, user profile information provided via user profilesblock 104 can be updated frequently without regard to the updating ofthe control information in storage 108, 110.

The match processing block 112 determines which ads to associate withcontent/user profile combinations. The determination is made, forexample, based upon user profiles associated with user devices 114 andcontent delivered or subscribed to by users 111 of the devices 114. Adsmay be delivered to user devices 114 over a network 116 for storage inad storage 118 associated with those devices 114. Play of the stored adsmay be interspersed with play of content delivered to the devices 114.Thus, different users 111 may experience different ad/contentassociations depending upon the reconciling by the match processingblock 112.

FIG. 2 is an illustrative networked server hardware level view of an addelivery system 200 showing the flow of content and ads and showing, ingeneralized form, the use of ad campaign-related control information,user profile information and content-related control information todetermine which ads to send to an illustrative user device. Multiplecontent providers 202 provide content 203 for publication. Multiple adproviders 204 provide ads 205 for distribution. A multiplicity of userdevices (only one shown) 206 receive selected content and selected ads207. In some embodiments, users may subscribe to have their user devices206 receive content that is updated via an RSS XML feed. In someembodiments, ads are provided to user devices 206 separate from thecontent feeds via an http protocol that specifies for each content filethe list ads accompanied by ad insertion position and additional rulesif any.

With respect to content publishing, in some embodiments, contentproviders 202 may publish content via a publisher 208 and/or viaharvester 210. The publisher server 208 provides a UI application for acontent provider to publish fees and content. Content provider contentmay be uploaded to the content pools 212 (e.g. RAID) and served by thecontent server 214.

Content servers 214 may be hosted by content providers or by a thirdparty such as the Podbridge, for example. In other words, some contentproviders may elect to host content via a third party publisher (e.g.Podbridge) and others may elect to do their own hosting of own content.The publisher 208 runs a UI application to publish feeds (and content ifhosted by a third party such as Podbridge). The harvester is anautomation publication server. Instead of publishing feeds one by one, aharvester works with scripts that identify feeds to be published andprovide an automation schedule for publishing. Generally, speaking, aharvester uses a script that describes where to get content and how andwhen to publish it. The harvester does not actually serve content.Rather, it injects feeds and content to local content servers.

Ad providers 204 provide ad campaign management information via an adcampaign manager 218. The ad campaign information may include adcampaign-related control information. An ad information storagerepository 222 stores ad campaign-related control information. A contentinformation storage repository 224 stores content-related controlinformation. A user profile information storage repository 226 storesuser profile-related information. For the content received by orsubscribed to by a given user device 206 and for the user profileinformation associated with the given user device 206, a match server227 reconciles the stored ad campaign-related information, the storedcontent-related information and corresponding user profile-relatedinformation, in order to identify which ads to send to the user device206.

An ad server 228 sends the identified ads to the given user device 206via the network 116. Although only one ad server 228 is shown, thesystem 200 may have many ad servers. Ad content (i.e. the actual admedia) is stored in ad storage (not shown) associated with the ad server228 (only one shown) that serves the ad content. Therefore, a user maysubscribe to multiple content streams provided by multiple differentcontent providers, and ads will be delivered to a user's device basedupon stored ad campaign control information, content control informationand user profile information. In this manner, ads may be preciselytargeted and delivered.

FIG. 3 is an illustrative drawing representing a system 300 to gathercontent provider information and advertisement campaign providerinformation in accordance with an embodiment of the invention. Thesystem 300 includes a provider registration server 302, a contentprovider storage repository 306 to store content provider informationand an ad campaign provider storage repository 308 to store ad campaignprovider information. In some embodiments the provider registrationserver 302 comprises a web server. The content provider storagerepository 306 includes a storage region 306 a to store content providerad campaign-related rules and a storage region 306 b to store contentattributes. The ad campaign provider storage repository 308 includes astorage region 308 a to store ad campaign provider content-relatedrules, a storage region 308 b to store ad campaign provider user-relatedrules and a storage region 308 c to store ad campaign attributes. Acontent provider device 312 and an ad campaign provider device 314, suchas web browser enabled personal computers, communicate with the providerregistration server 302 via a network 116, such as the internet, forexample.

The provider registration server 302 serves one or more content providerweb pages to the content provider device 312 for use in inputtingcontent-related information including criteria for associating ads withthe content provider's content and including attributes of that content.The server 302 receives the content provider information via the network116 and communicates it to the content provider storage repository 306.Similarly, the server 302 serves one or more ad campaign provider webpages to the ad campaign provider device 314 for use in inputting adcampaign-related information including criteria for associating contentand/or users with the ad campaign provider's ads and includingattributes of the ad campaign. The provider registration server 302receives the ad campaign provider information via the network 116 andcommunicates it to the ad campaign provider storage repository 308.

Details concerning the implementation of the provider registrationserver 302 are unimportant to the principles of the invention, and thereare a variety of ways in which such sever may be designed andimplemented consistent with the principles of the invention. Forexample, content provider registration and ad campaign providerregistration may involve different server processes running on theserver 302. Moreover, the server 302 may be implemented as multiplephysically distinct hardware devices each running one or more instancesof a server process. Furthermore, separate hardware devices may be usedto implement a content provider registration process and to implement anad campaign provider registration process.

Similarly, details concerning the content provider storage repository306 and the ad campaign provider storage repository 308 are unimportantto the to the principles of the invention, and there are a variety ofways in which such storage repositories may be designed and implementedconsistent with the principles of the invention. For example, thestorage repositories may be implemented as a relational database.Content provider and ad campaign provider rules and attributes may bestored in the database as set of tables. SQL statements may be used tocalculate the matching, for example.

FIG. 4 is an illustrative drawing of a user information gathering system400 in accordance with an embodiment of the invention. A user 405operates a user device, which may for example, comprise a personalcomputer, PDA, iPod device, Sony brand PSP, which permits downloading ofcontent over a network such as the internet. For instance, the userdevice 406 may comprise a browser enabled computer device that permitsthe user to download content over the internet. The user informationgathering system 400 gathers and stores user related information overthe network 116. In some embodiments, the user information gatheringsystem 400 gathers user registration profile information when a userfirst registers to receive certain content. In addition, the user usageinformation gathering system 400 periodically gathers user usageinformation indicative of content and advertisements obtained orsubscribed to by a user.

In some embodiments, a user registration profile gathering server 402gathers user profile information over the network 116 during userregistration. For example, server 402 may comprise a web page serverthat serves up web pages to a browser enabled user device 406 over thenetwork 116 to solicit user preferences and/or rules during userregistration. Moreover, a user usage information gathering server 403periodically gathers user usage related information over the network116. In one embodiment, a user device 406 runs a computer program module407 that gathers usage information and that periodically uploads it overthe network 116 to the user usage information gathering server 403. Theusage information upload is automated in that it does not require userinteraction. In one embodiment, when a user first registers to receive apodcast he/she is asked to download a plug-in (client) and provide userprofile information, which is stored via user registration profilegathering server 402 as a user registration profile. As part of theplug-in (client) normal operation, the client periodically sends userusage data to usage information gathering server 403.

The system 400 also includes a storage repository 404 to storeuser-related information. The user-related information may comprise useracceptability rules that express preferences. Such preferences may beabsolute such as what type of information a user absolutely does or doesnot want to receive or may be flexible. The preferences are, in effect,a type of user acceptability rules that indicate the acceptability ofdifferent types of information from the user's perspective. In otherwords, the preferences may serve as acceptability rules that indicatewhat types of content or ads a user does and does not want to accept.The user-related information also may comprise user attributes thatexpress user qualities or characteristics. For example, user attributesmay comprise a user's gender, age, listening and or viewing habits,geographic info (e.g. zip code) and whether there are children in thehouse. In one embodiment, the user information storage repository 404includes a user rules related information storage repository 204 a andincludes a user attributes related storage repository 404 b.

Details concerning the implementation of the registration profilegathering server 402 and the user usage information gathering server 403are unimportant to the principles of the invention, and there are avariety of ways in which these severs may be designed and implementedconsistent with the principles of the invention. For example, bothservers may be implemented as processes running in a shared hardwareenvironment. Alternatively, they may be implemented on multiplephysically distinct devices each running one or more instances of aserver process.

FIG. 5 is an illustrative drawing of a system 500 to register to receivecontent in accordance with an embodiment of the invention. The contentmay comprise an mp3 or mp4 media file, for example. Each of multiplecontent provider content sources 502-1 to 502-m (i.e. publishers) areassociated with one or more content feeds used to obtain correspondingcontent over the network 116. Each content provider content source 502-1to 502-m, for example, may include one or more servers that servecontent provider content (e.g., an episode of a talk show) to a userdevice 406 in response to requests provided via associated contentfeeds. In some embodiments, a content publisher 508 acts as ameta-harvester, harvesting content provider content source informationfrom multiple content sources 502-1 to 502-m and periodically serving itto the user device 406. The harvester 508 and the publisher 508 do notactually serve content. Rather, they inject it to content pools 513 (orrepositories) for delivery by one or more content servers 514.

The following Content Feed example represents information in an examplecontent feed.

Content Feed Example

-   id channel_id-   name channel_name-   link website url describing podcast-   ct when created-   mt when recently modified-   description Long Description-   update_schedule How frequently episodes are added-   itunes_category iTunes category it belongs to-   itunes_subcategory iTunes subcategory it belongs to-   itunes_author Who is creating this podcast-   itunes_subtitle What is the subtitle to substitute if an episode    doesn't have a title-   itunes_keywords Keywords to describe the podcast-   itunes_short_description Short description-   provider_id Who is the provider (provider table has more details)-   itunes_explicit IS Explicit content-   itunes_block Should this be blocked?-   itunes_image What is the image to be showed in iTunes-   aggregates.sub.—30 dayusers Unique users in last 30 days who    listened to something-   aggregates.sub.—7 dayusers Unique users in last 7 days who listened    to something-   external_rss If remotely hosted what URL it is hosted on-   number_episodes How many episodes published so far-   number_downloads How many total downloads of all episodes-   number_listens How many total listens so far-   mre_number_downloads How many total downloads for most recent    episode-   mre_number_listens How many total listens for most recent episode-   mre_last_upload Data and time of most recent episode

Feed information such as that in the above content feed (example) isstored in a database for each feed/channel in the system. (The term feedis used herein synonymous with the term channel) The ad insertion slotsmay be represented in the RSS XML. A subset of this feed information isincluded the RSS XML. In a present embodiment, ad insertion (slot)information is not stored in the database. Rather, ad slot informationis added by the content provider directly in the RSS. Also, note that anad insertion cue sheet is for a particular episode (e.g. contentinformation such as a file delivered pursuant to a feed) and is not forthe feed itself.

Therefore, publisher 508 manages the delivery to a user device 406,content source information associated such as content feeds. It will beappreciated that RSS feeds are requested by the user device 406 from theone or more content servers 514 prior to delivery of the content by thecontent servers 514. The harvester 508 harvests content from one or morecontent provider content sources 502-1 to 502-m and stores it in one ormore content pools 513 for delivery to user devices 406 via one or morecontent servers 514. Generally speaking, a harvester is an automationprocess that allows a content sources (e.g., sources 502-1 to 502-m) toschedule content updates (harvests) automatically driven by a schedule.A user may communicate over network 116 to obtain content previouslyharvested by the harvester server 508 from the one or more contentsources 502-1 to 502-m and stored in one or more content pools 513.

Content feeds associated with content to which the user desires tosubscribe. In a present embodiment, a user subscription process isinitiated when a user actuates a “Get Podcast” button, discussed morefully below, on a web page associated with a content provider contentsource. Actuation of the “Get Podcast” button also initiates userregistration profile gathering by the registration profile gatheringserver 402 of FIG. 4. Once a user device 406 has subscribed to one ormore content feeds, the user device 406 periodically communicates withone or more content servers to request updated content associated withthe one or more content feeds that the user device has subscribed to. Ingeneral, an iTunes device or another podcasting ready applicationperiodically generates a request to check if a new episode/s availablefor a particular feed. Note that in one embodiment, the plug-in clientdoes not manage the updating of podcast feed episodes. Rather, a podcastapplication manages updating of the podcast feeds.

Details concerning the implementation of the content publisher 508 andthe harvester 510 are unimportant to the principles of the invention,and there are a variety of ways in which they may be designed andimplemented consistent with the principles of the invention. Forexample, both servers may be implemented as processes running in asingle hardware environment. Alternatively, they may be implemented onmultiple physically distinct devices each running one or more instancesof a server process.

FIG. 6 is an illustrative drawing of a system 620 to select informationfor delivery to a user device 406 and an ad source server 622 to deliverselected information to a user device 406. The selection system 620includes a match system server 624 that is in communication with thecontent provider information repository 306, the ad campaign providerinformation repository 308 and the user information repository 404. Thematch system server 624 resolves content provider information, adcampaign provider information and user information in order to determineoptimal matching of ads to content-user combinations in accordance withsome embodiments of the invention. The system 620 provides ad selectioninformation to ad source server 622 to indicate what ad information todeliver to the user device 406.

The match system server 624 utilizes content provider information, adcampaign provider information and user information to determine adrelated information to be delivered to the user device 406. In oneembodiment, the match system 624 determines candidate ad relatedinformation based upon information stored in the content provider, adcampaign provider and user storage repositories 306, 308 and 404. Thematch system 624 determines which candidate ad related information toactually deliver to a user device 406 based at least in part uponinformation obtained over the network 116 from the user device 406 as towhat content actually has been obtained or subscribed to by the userdevice 406. The match system server 624 provides an indication to the adserver 622 as to what ad campaign related information to select todeliver to the user device 406. The ad server 622 delivers the adcampaign related information to the user device 406 over the network116.

A determination of what ads to deliver also may depend upon factors suchas the amount that different ad campaign providers are willing to pay tohave their ads delivered to a user having a particular profile and/or tohave their ads associated with particular content and/or to have theirads matched to a particular user/content combination. The amounts couldbe determined, for example, through a competitive bidding process. Adcampaign providers could submit bids to determine which ads to matchwith users, content or user/content combinations, for example. In theevent of control information (e.g. rules, and metadata such asattributes) resulting in multiple ad campaigns matching to some user,content or user/content combination, an ad provider submitting thehighest bid may have its ad(s) selected to be sent in spite of the othermatches.

Details concerning the implementation of the match system server 624 andthe ad server 622 are unimportant to the principles of the invention,and there are a variety of ways in which these severs may be designedand implemented consistent with the principles of the invention. Forexample, both servers may be implemented as processes running in asingle hardware environment. Alternatively, they may be implemented onmultiple physically distinct devices each running one or more instancesof a server process.

FIG. 7 is an illustrative drawing showing components of a user device406 involved with combining ads with content and involved with gatheringand reporting on user usage information in accordance with an embodimentof the invention. The user device 406 includes a processing unit such asa CPU or controller (not shown), and a data storage buffer 702interconnected by a bus (not shown). The content buffer 702 receives rawcontent (1) to (n) from one or more of content sources, such as via acontent server 214. An ad information storage buffer 704 receives adsand associated ad meta-data (a) to (f) from an ad server 322.

An ad insertion module 706 associates content provider content with adcampaign provider ads. In some embodiments, the ad insertion module 706comprises computer program code that runs on the user device 406. Insome embodiments, the plug-in (client) application is downloaded to theuser's device 406 the first time the user requests content (i.e. whenthe user actuates the “Get Podcast”). The user is asked to approve thedownload and the installation of the plug-in.

Computer Code Appendix A, which is expressly incorporated herein in itsentirety by this reference, comprises computer program code used in theimplementation of some embodiments of the invention. This “Get Podcast”code comprises automatically generated JavaScript that can be attachedto a content provider's web site to provide a link that permits visitorsto the content provider's web site to easily sign up for thesubscription service. It supports both the WIN and the MAC and othermajor browsers.

The plug-in is downloaded from a software download server, such as a webserver, for example. Once the plug-in has been installed and run for thefirst time, it triggers a request to the user to provide user profileinformation via the user device 406 over the network 116 to the usageinformation gathering server 403. Moreover, in one embodiment, the adinsertion module 706 associates the ads with the content as the contentis received and passes the ad-infused content to the media player, suchiTunes. More specifically, the plug-in downloads content from a contentserver (i.e. any content server specified in an RSS feed subscribed toby a user. The plug-in connects the ad source server to obtain a list ofad files and the insertion positions/slots within content files, andadditional placement rules (if any) for this content. A JavaScriptAddChannel onclick( )) function is defined that makes sure that the userdevice has the client-side agent installed. The actions initiated byuser actuation of the Get Podcast button include: (1) check if the agentmodule is installed, if yes, call the AddToMyChannels( ) function; and(2) if podbridge agent is not installed, download an installation fileand execute it. If the agent is not installed, then this functioninitiates an agent installation process, which includes a registrationprocess in which a user is asked to provide user profile information asdescribed above.

The plug-in downloads the ads from the associated ad source server(download only if not previously cached on the user device) The plug-inassociates the ads with the content at specified insertion locations. Ifspecific insertion positions/slots have not been specified, the plug-infollows placement rules to determine where to insert the ads. If ruleshave not been presented, the plug-in follows default insertion behavior.

A player 708 plays the ad-infused content. In some embodiments, theplayer, for example, may comprise iTunes, iPod device, future windowsmedia player, Sony PSP device, Sony PS3 device, XBOX device. Adistinction between an iPod device and Sony PSP device is that an iPoddevice uses iTunes to manage and download podcast feeds. In someembodiments, the plug-in is integrated with iTunes. A PSP device, on theother hand, due to its WiFi capability, can connect to the internetdirectly or get content through a Sony Media Manager application. Thus,a PSP device can download podcasts either through its Media Managerapplication similar to the way an iPod device does, via the iTunesapplication, or can obtain content directly from the internet, skippingthe Media Manager PC application. Whether or not podcast downloads occurvia a media manager, the client can be installed to handle associationof ads with content and sending usage reports. In some embodiments, theuser device 406 may include separable components. For instance, the userdevice 406 may comprise a personal computer component with a detachableconnection to a handheld component such as an iPod. The player 708 mayoperate in the personal computer component of the user device such as amedia player application such as iTunes, MS media player, Sony MediaManager. Moreover, the media player may operate in a handheld devicesuch as iPod device or a PSP device. Alternatively, for example, themedia player may operate in a gaming console such as PS3 or XBOX, forexample.

A usage reporting module 709, which may be a part of the plug-indownload described above, reports user usage information to user usageinformation gathering server 403 for storage in user storage repository404. In the above example, in which the user device 406 comprises apersonal computer component and a separable handheld component, theusage reporting module 709 runs on the personal computer component.

FIG. 8 is an illustrative functional block diagram showing in generalterms, an example of the operation of an overall system and process 800of combining ad campaign provider ads into content provider content inaccordance with an embodiment of the invention. A web page 802 isdisplayed by a PC web browser (not shown). The web page 802 isassociated with a content provider. A content provider content server806 serves content in response to RSS feed requests. The web page 804 isassociated with one of the content provider content servers 302-1 to302-m. An ad server 808 serves ad information (e.g., ads and associatedmeta-data). An ad insertion module 706 runs on the user device (notshown) It is assumed that the ad insertion module 406 was downloadedpreviously as part of the plug-in (agent) to the user device.

In operation, at time=t1, a user actuates a link on web page 802 torequest an RSS feed associated with content served by content server806. In response to the request, at time=t2, the RSS feed is deliveredover the network 116 to the user device. However, a transform module 810within the ad insertion module 406 intercepts the RSS feed and changesall content URLs to point to localhost (127.0.0.1). At time=t3, the RSSfeed with the transformed URLs is delivered to the user device. Thecontent provider's web page 802 includes a “get podcast” buttonassociated with Java script used to download the plug-in. When a userselects the “get podcast” button, the user is asked for permission toinstall the plug-in client, if it was not previously installed. If theclient already has been installed, the client takes control and adds thefeed to the podcast application, such as iTunes.

At time=t4, the podcast application, such as iTunes initiates an updateof content associated with the RSS feed. The request is intercepted bythe ad insertion module 706, which includes a listener 812 on localhost(127.0.0.1). The listener is a part of the plug-in code, which listenson the local host IP 127.0.0.1 and intercept calls by the iTunesapplication (or any other media manger application). At time=t5, the adinsertion module 706 forwards the intercepted request over the network116 to the content server 214. At time=t6, the content server 806receives the request sent by the ad insertion module 706.

At time=t7, the content server 806 returns the requested content overthe network to the ad insertion module 406. At time=t8, the ad insertionmodule 706 receives the requested content update. At time=t9, ads storedin ad information storage buffer 704 are combined with the contentdelivered by the content server 214. At time=t10, ad-infused content isstreamed to be played. Note that as explained below, ads may beassociated with content through an ad rotation scheme, for example, inwhich different ads from an ad campaign or from different ad campaignsare stitched into different content updates.

Meanwhile, the ad source 808 delivers ad information to the adinformation storage buffer 404. Ad information is delivered based uponoutcome of a match process performed by the match system 624. In someembodiments, the timing of delivery of ad information by the ad server808 is substantially independent of the timing of delivery of content bythe content server 806. While ads are sent based upon at least in part,on the content that a user is receiving (either actually received orsubscribed to receive), there is no synchronization required of thetiming of the delivery of ads and delivery of content. Although adsshould be delivered in time for them to be inserted into content beforea user ‘plays’ (e.g. listens to and/or views) the content. In thatsense, the delivery of ads and the delivery of content are asynchronousrelative to each other. Ads are buffered in advance in the adinformation storage buffer 704 and are combined with appropriate contentonce such content is received from the content server 806. Specifically,the ad insertion module 706 downloads an ad from the ad server 808 if aspecified ad is not present in the local ad repository 704. That is, thead server 808 informs the insertion module of ads that ought to bedownloaded, and if the ads have not already been downloaded, then the adinsertion module 406 downloads the ads.

Basically, the original RSS XML is transformed by the management agent(after download) to point all the URLs of the files, such as contentfiles, mp3, m4v, etc. . . . , to the “local server” (127.0.0.1), so allthe podcast manager application content requests for this RSS will bedirected to the agent (client application) and handled by it. Thus, thepodcast management agent listens on a local host port and intermediatesin content requests by the podcast manager application. Moreparticularly, each RSS feed may represent a podcast content feed with alist of episodes, for example. In one embodiment, there is one RSS feedper podcast subscription, similar to a virtual channel. The client-sideagent intervenes each time the user (i.e., consumer/subscriber) clickson a “Get Podcast” button for each feed, by rewriting address elementswithin each RSS feed (changing address to 127.0.0.1:port) before handingit off to the podcast manager application such as iTunes. For instance,if a user subscribes to 100 feeds/channels, then there are 100 RSS feedsthat client-side agent intervenes in.

In particular, assume, for example, that the podcast manager applicationrequests a file from the RSS feed. The management agent intercepts thefeed request, which has been modified to point to the request to thelocal host. The management agent, rather than the podcast managerapplication, forwards the request for the file indicated by the RSSfeed. The agent generates a new http request for the file from theserver, such a content server 214. Note that a content server that hoststhe content can be either hosted by a content provider or by anintermediary. More particularly, the agent intercepts file requests fromthe podcast manager application (to 127.0.0.1:port) and rewrites eachsuch request so that the content server 214 receiving the request sendsrequested content back to the management agent rather than sending itdirectly to the podcast manager application.

The following is an illustrative example of the intermediation of themanagement agent in the retrieval of content feed in accordance with oneembodiment of the invention. Assume that a user requests that a contentfeed be added by clicking an icon on a user device UI, for instance. Therequest is captured by the management agent software, which changes thefile's original URL in the RSS feed, e.g.,http://www.somesite.com/podcast/channels/morning_news.mp3, to e.g.,http://127.0.0.1:10930/?getitem_www.somesite.com/podcast/channels/morning_news.mp3.The file's full original URL is stored as an argument after the“getitem_”. Subsequently, a user may request a file from that RSS feed.Thus, the podcast manager uses the changed URL,(http://127.0.0.1:10930/?getitem_www.somesite.com/podcast/channels/morning_news.mp3),to actually make the call for the file. The agent software is listeningon the address 127.0.0.1:10930, however. The agent captures the requestsand generate a request to a content server that serves the requested RSSfeed, using the original URL that is stored as an argument after the“getitem_”, i.e. www.somesite.com/podcast/channels/morning_news.mp3.

Alternatively, agent application could be also implemented used directlyon user devices with IP (internet protocol) capabilities such Sony PSP.These kind of devices do not need to use an intermediate podcast managerapplication (e.g., iTunes) for content syncing. They can obtain the RSSand the content directly from the network, such as the internet.

The management agent receives the content from the content source. Theagent splices ads to the received content. In one embodiment, ads arestitched into the content on the fly. The management agent periodicallyconnects to the ad server source 622 and downloads the ads selected fordelivery to the client device 406 for storage in the ad repository 704.The management agent streams the content with the stitched in ads backto the podcast manager application.

The ad repository may be implemented as an ad queue which specifies thepriority order in which ads in the repository are to be spliced intocontent. The ad repository is periodically refreshed independent of thestatus of the various podcast RSS feeds the subscriber is subscribed todepending upon ad campaign management status. For example, fulfilled andexpired ads are removed. Higher value ads are moved ahead in priority.Finer targeted (more relevant) ads are moved ahead in priority.

FIG. 9 is an illustrative drawing representing a matching system 900 toresolve, content provider ad campaign-related rules, ad campaignprovider content-related rules, ad campaign provider user-related rulesand user provided rules in relation to content attributes, ad campaignattributes and user attributes in order to determine optimal matching ofads to users and content in accordance with some embodiments of theinvention. There is no bright line between rules and an attribute. Ingeneral, an attribute is a quality or characteristic of an ad, a mediacontent file or a user. However, in some cases, an attribute may beinterpreted as also being rule. For instance, assume that a user profileindicates that a particular user does not want to receive content or adstouching upon some particular topic. This desire to not receive certaininformation may be construed as an attribute of the user and may beconstrued as a rule to be applied to delivery of content to the user.Therefore, although the following description describes the matchingprocess in terms of rules applied to attributes (e.g. content rulesapplied to ad campaign attributes, ad campaign rules applied to contentrules, etc.), it will be appreciated that an attribute may also serve asa rule and vise versa.

The matching system 900 includes a first sub-system, indicated by dashedlines 902, that determines which combinations of content and adcampaigns are mutually acceptable to the content providers and to the adcampaign providers. The matching system 900 also includes a secondsub-system, indicated by dashed lines 904, that determines whichmatchings of users and ad campaigns are mutually acceptable to the usersand to the ad campaign providers. The matching system 900 furtherincludes a third sub-system 906 to determine which ads to deliver to auser based upon determinations of the first and second sub-systems 902,904 and content indicated as actually obtained or subscribed to by auser.

Thus, the first subsystem 902 determines what ads and content aresuitable for matching based upon ad campaign provider rules as tocontent and based upon content provider rules as to ad campaigns. Thesecond subsystem 904 determines what ads and users-subscribers aresuitable for matching based upon ad campaign provider rules as tousers-subscribers and based upon user-subscriber rules. The thirdsubsystem 906 determines what ads that actually are eligible to be sentto a user-subscriber based upon indications of content that theuser-subscriber is receiving (i.e., whether the user already actuallyreceived the content or has subscribed to receive the content) and basedupon the ad/content matching suitability results produced by the firstsubsystem 902 and based upon the ad/user profile matching suitabilityresults produced by the second subsystem 904.

More particularly, the first sub-system 902 includes a first module 908to determine content-ad campaign matches by resolving content providerad campaign-related rules obtained from content rules storage repository306 a in relation to ad campaign attributes obtained from ad campaignattribute storage repository 308 c. The first sub-system 902 alsoincludes a second module 910 to determine ad campaign-content matches byresolving ad campaign content-related rules obtained from ad campaigncontent related rules repository 308 a in relation to content attributesobtained from content attributes repository 306 b. The first sub-systemfurther includes a third module 912 to determine mutual matches betweencontent and ad campaigns by resolving content-ad campaign matchesdetermined by the first module 908 in relation to ad campaign-contentmatches determined by the second module 912.

The first module 908 receives as input, information obtained from thecontent rules storage repository 306 a and information obtained from thead campaign attributes storage repository 308 c. The second module 910receives as input, information obtained from the ad campaigncontent-related rules repository 308 a and information obtained from thecontent attributes storage repository 306 b. The first module 908provides as output, content-ad campaign match instances, which may beinput to the third module 912. The second module 910 provides as output,ad campaign-content match instances, which may be input to the thirdmodule 912. The third module 912 provides as output ad campaign-contentmatch instances, which also comprise as an output of thefirst-sub-system 902. In alternative embodiments, the first subsystem902 may resolve only ad campaign provider rules as to content, in whichcase the first module 908 and the third module 912 would not berequired.

The second sub-system 904 includes a fourth module 914 to determine adcampaign user-related rules based user matches by resolving ad campaignuser-related rules obtained from ad campaign user-related rules storagerepository 308 b in relation to user attributes obtained from userattribute storage repository 404 b. The second sub-system 904 includes afifth module 916 to determine user-subscriber rules-based ad campaignmatches by resolving user provided rules obtained from user rulesstorage repository 404 a in relation to ad campaign attributes obtainedfrom ad campaign attribute repository 306 b. The second sub-system 904further includes a sixth module 918 to determine mutual matches betweenusers-subscribers and ad campaigns by resolving ad campaign user-relatedrules based matches determined by the fourth module 914 in relation touser-subscriber rules-based ad campaign matches determined by the fifthmodule 916.

The fourth module 914 receives as input, information obtained from thead campaign user-related rules storage repository 308 b and informationobtained from the user attributes storage repository 404 b. The fifthmodule 916 receives as input, information obtained from the ad campaignuser-related rules repository 308 b and information obtained from the adcampaign attributes storage repository 308 c. The fourth module 914provides as output, ad campaign user-related rules-based matchinstances, which may be input to the sixth module 918. The fifth module916 provides as output, user rules based match instances, which may beinput to the sixth module 918. The sixth module 918 provides as outputuser rules based match instances, which also comprise as an output ofthe second-sub-system 904. In alternative embodiments, the secondsubsystem 904 may resolve only ad campaign provider rules as tousers-subscribers, in which case the fifth module 916 and the sixthmodule 918 would not be required.

The third sub-system 900 receives as input, one or more adcampaign-content match instances produced by the third module 912 andone or more user rules based match instances produced by the sixthmodule 918. The third sub-system 906 also receives as input anindication of content obtained or subscribed to by a user. The thirdsub-system produces an indication of what ad campaign(s) are eligible tobe associated with the user. More particularly, in one embodiment, thethird sub-system 906 provides as output, at least one user-ad campaignmatch instance, which is eligible to be delivered to the user. Adetermination of which of the one or more ads determined to be eligibleto be sent to a user to actually send to the user may be resolvedthrough a bidding process among advertisers or through some otherallocation process.

The match system 904 may be implemented using one or more hardwaresystems. Each of the first to third sub-systems 902, 904 and 906 may beimplemented as a computer program controlled process running on one ormore computers (not shown). Each of the first to sixth modules 908 to918 may be implemented as a computer program implemented process runningon one or more computers (not shown).

FIG. 10A is an illustrative drawing of several content-ad campaign matchinstances 1002, 1004, 1006 produced as output of the first module 908 ofFIG. 9. Each such instance 1002, 1004, 1006, is an example of matchingbetween individual content provider content and multiple ad campaigns.Each different content matching instance is produced using contentprovider ad campaign-related rules of a corresponding different contentprovider. FIG. 10B is an illustrative flow diagram of a process 1008 toproduce the instances of FIG. 10A. In the following hypotheticalexamples, content is represented by numerals (i.e., 1, 2, 3, 4, etc.),and ad campaigns are represented by letters (i.e., a, b, c, d, etc.). Inone embodiment, matching instances are represented as tables. A firstcontent-ad campaign match instance 402 represents a matching betweencontent (3) and ad campaigns (a, c, d e, 1, x, y, z). A secondcontent-ad campaign match instance 1004 represents a matching betweencontent (4) and ad campaigns (e, f, g, h, r, t, u, x, y). A thirdcontent-ad campaign match instance 406 represents a matching betweencontent (15) and ad campaigns (d, q, s, t, x).

FIG. 10B illustrates a process 1008 to create content matching instancesin which, in step 1010, content to be evaluated next is identified. Instep 1012, content provider ad campaign-related rules for the identifiednext content to be evaluated are retrieved from storage region 306 a. Instep 1014, an ad campaign to be evaluated next is identified. In step1016, attributes of the identified next ad campaign to be evaluated areretrieved from the storage region 308 c. In step 1018, the contentprovider ad campaign-related rules retrieved in step 1012 are applied tothe ad campaign attributes retrieved in step 1016. In decision step1020, a determination is made as to whether there is a match between thecontent currently under evaluation and the ad campaign-currently underevaluation. If in decision step 1020 a determination is made that thereis a match, then in step 1022 an identifier of the ad campaign currentlyunder evaluation is added to a content matching instance (e.g., a table)corresponding to the content currently under evaluation. If in decisionstep 1020, a determination is made that there is no match, then theprocess proceeds to step 1024. Alternatively, if in decision step 1020,a determination is made that there is a match, then after step 1022, theprocess proceeds to decision step 1024. In decision step 1024, adetermination is made as to whether there are additional ad campaigns tobe evaluated using the currently retrieved content provider adcampaign-related rules. If there exists another ad campaign to beevaluated, then in step 1014, an ad campaign to be evaluated next isidentified, and the steps following step 1014 are repeated for the nextad campaign. If in decision step 1024, a determination is made thatthere are no more ad campaigns to be evaluated using the currentlyretrieved rules, then in decision step 1026, a determination is made asto whether there is additional content to be evaluated. If so, then instep 1010, content to be evaluated next is identified, and the stepsfollowing step 1010 are repeated for the next content to be evaluated.If not, then the process ends.

The following is a brief illustrative example of the application of adcampaign-related content rules to ad campaign attributes according tothe process 1008 of FIG. 10B. Consider, for example, the first contentinstance 1002 of FIG. 10A, which specifies ad campaigns associated withcontent (3). Assume that the provider of content (3) specifies a firstrule that content (3) shall not be associated with an advertisingcampaign promoting tobacco use, and also specifies a second rule thatcontent (3) shall not be associated with advertising promoting the useof alcoholic beverages. Also, assume that the provider of ad campaign(f) specifies an attribute of that campaign that indicates that thatcampaign promotes tobacco use. Moreover, assume that the provider of adcampaign (g) specifies an attribute of that ad campaign that indicatesthat that ad campaign promotes alcoholic beverages. With theseassumptions, during one iteration of the outer loop (from step 1010 tostep 1026) of the process 1008, in which the rules specified for content(3) are applied to attributes of ad campaign (f), a decision is made inthat the application of the first rule of content (3) to the tobacco useindicating attribute of ad campaign (f) means that there is not a matchbetween content (3) and ad campaign (f). Accordingly, content instance1002, does not associate ad campaign (f) with content (3). Similarly,during another iteration of the outer loop, in which the rules specifiedfor content (3) are applied to attributes of ad campaign (g), a decisionis made in that the application of the second rule of content (3) to thealcohol use indicating attribute of ad campaign (g) means that there isnot a match between content (3) and ad campaign (g). As a result,content-ad campaign match instance 1002, does not associate ad campaign(g) with content (3).

FIG. 11A is an illustrative drawing of several ad campaign-content matchinstances 1102, 1104, 1106 produced as output of the second module 910of FIG. 9. Each such instance 1102, 1104, 1106, is an example ofmatching between individual ad campaigns and multiple content sources.Each different ad campaign matching instance is produced using adcampaign provider rules of a corresponding different ad campaign. FIG.11B is an illustrative flow diagram of a process 1108 to produce theinstances of FIG. 11A. For example, a first ad campaign-content matchinstance 1102 represents a matching between ad campaign (x) and content(4, 7, 8, 15, 16, 19). A second ad campaign-content match instance 1104represents a match between ad campaign (y) and content (3, 4, 7, 13, 15,17, 19). A third ad campaign-content match instance 1106 represents amatching between ad campaign (z) and content (2, 3, 4, 6, 12, 14, 17,18).

FIG. 11B illustrates a process 1108 to create ad campaign matchinginstances in which, in step 510, an ad campaign to be evaluated next isidentified. In step 1112, ad campaign provider content-related rules forthe identified next ad campaign to be evaluated are retrieved fromstorage region 308 a. In step 1114, next content to be evaluated isidentified. In step 1116, attributes of the identified next content tobe evaluated are retrieved from the storage region 306 b. In step 1118,the ad campaign provider content-related rules retrieved in step 1112are applied to the content attributes retrieved in step 1116. Indecision step 1120, a determination is made as to whether there is amatch between the ad campaign currently under evaluation and the contentcurrently under evaluation. If in decision step 1120 a determination ismade that there is a match, then in step 1122, an identifier of thecontent currently under evaluation is added to an ad campaign matchinginstance (e.g., a table) corresponding to the ad campaign currentlyunder evaluation. If in decision step 1120, a determination is made thatthere is no match, then the process proceeds to decision step 1124.Alternatively, if in decision step 1120, a determination is made thatthere is a match, then after step 1122, the process proceeds to decisionstep 1124. In decision step 1124, a determination is made as to whetherthere is additional content to be evaluated using the currentlyretrieved ad campaign provider content-related rules. If there existsadditional content to be evaluated, then in step 1114, content to beevaluated next is identified, and steps following step 1114 are repeatedfor the next content. If in decision step 1124, a determination is madethat there is no more content to be evaluated using the currentlyretrieved rules, then in decision step 1126, a determination is made asto whether there are additional ad campaigns to be evaluated. If so,then in step 1110, a next ad campaign to be evaluated is identified, andthe steps following step 1110 are repeated for the next ad campaign. Ifnot, then the process ends.

The following is a brief illustrative example of the application ofcontent-related ad campaign rules to content attributes according to theprocess 1108 of FIG. 11B. Consider, for example, the first contentinstance 1102 of FIG. 11A, which specifies content associated with adcampaign (x). Assume that the provider of ad campaign (x) specifies afirst rule that ad campaign (x) shall be associated with contentrelating to sports, and also specifies a second rule that ad campaign(x) shall not be associated with content relating to hunting and/orfirearms. Also, assume that the provider of content (8) specifies anattribute of that content that indicates that that content involvesbasketball games. Moreover, assume that the provider of content (17)specifies an attribute of that content that indicates that that contentincludes a sports competition and also specifies an attribute indicatingthat the competition features marksmanship as one of the events. Withthese assumptions, during one iteration of the inner loop (from step1114 to step 1124) of the process 1108, in which the rules specified forad campaign (x) are applied to attributes of content (8), a decision ismade in that the application of the first rule of ad campaign (x) to thesport of basketball attribute of content (8) means that there is a matchbetween ad campaign (x) and content (8). Accordingly, ad campaigninstance 1102, does associate content (8) with ad campaign (x). However,during another iteration of the inner loop, in which the rules specifiedfor ad campaign (x) are applied to attributes of content (17), adecision is made in that although the application of the first rule ofad campaign (x) to the sports competition attribute of content (17)suggests a match, the application of the second rule of ad campaign (x)to the marksmanship attribute of content (17) means that there is not amatch between ad campaign (x) and content (17). As a result, adcampaign-content match instance 1102, does not associate content (17)with ad campaign (x).

FIG. 12A is an illustrative drawing of several content-ad campaignrelated mutual match instances 1202, 1204, 1206, produced as output ofthe third module 912, which also is an output of the first sub-system902, of FIG. 9. Each such instance 1202, 1204, 1206 is an example ofmatching between content and ad campaigns identified through resolutionof content matching instances of FIG. 10A and ad matching instances ofFIG. 11A. First mutual match instance 1202 indicates a match between adcampaign (x) and content (4, 15). Second mutual match instance 1204indicates a match between ad campaign (y) and content (3, 4). Thirdmutual match instance 1206 indicates a match between ad campaign (z) andcontent (3).

FIG. 12B is an illustrative flow diagram of a process 1208 to resolvecontent matching instances and ad campaign matching instances to producecontent-ad related mutual matching instances. In step 1210, a next adcampaign instance is selected for evaluation. In step 1212, a nextcontent instance is selected for evaluation. In step 1214, mutualmatches (if any) are identified for the currently selected ad campaigninstance and the currently selected content instance. In step 1216, anidentifier of a matching content instance (if any) identified in step1214 is added to a mutual matching instance (e.g., a table)corresponding to the currently selected ad campaign. In decision step1218, a determination is made as to whether there are additional contentinstances to be evaluated relative to the currently selected ad campaigninstance. If so, then in step 1212, a next content instance is selectedfor evaluation, and the steps following step 1212 are repeated for thenext content instance. If not, then in decision step 1220, adetermination is made as to whether there are additional campaigninstances to be evaluated for mutual matching. If so, then in step 1210,a next ad campaign instance is selected for evaluation, and the stepsfollowing step 1210 are repeated for the next ad campaign instance. Ifnot, then the process ends.

For example, assume that producing the first content-ad related mutualmatching instance 1202 of FIG. 12A, the process of FIG. 12B, involvesevaluation of mutual matching of the first campaign instance 1102 ofFIG. 11A relative to the first, second and third content instances 1002,1004, 1006 of FIG. 10A. More specifically, an iteration of an inner loopof the process (i.e., the loop from step 1212 to step 1218), identifiesmutual matches (if any) between a selected ad campaign instance andindividual content instances. More specifically, the inner loopdetermines that ad campaign (x) is identified in the second and thirdcontent instances 1004, 1006, corresponding to content (4) and (15),respectively. The inner loop also determines that the first ad campaigninstance 1102, which corresponds to ad campaign (x), identifies bothcontent (4) and (15). Thus, the inner loop determines that there is amutual match between ad campaign (x) and content (4) and between adcampaign (x) and content (15). Accordingly, the inner loop causesidentifiers for content (4) and (15) to be added to the first mutualmatch instance 602 corresponding to ad campaign (x). Conversely, sincethe first ad campaign instance 1102, which corresponds to ad campaign(x) does not identify the content (3), an identifier for content (3) isnot included in the first mutual match instance 1202, even though firstcontent instance 1002, which corresponds to content (3) does include anidentifier for ad campaign (x). There is no “mutuality” of matchingbetween ad campaign (x) and content (3). The inner loop processundertakes a similar approach in the evaluation of mutual matches forother ad campaigns.

FIG. 13A is an illustrative drawing of an ad campaign user-relatedrules-based match instance 1302 produced as output of the fourth module914 of FIG. 9 in accordance with an embodiment of the invention. Adcampaign user-related rules match ad campaigns to user profiles. In oneembodiment, the matching instances are represented as tables. Instance1302 indicates that based upon ad campaign user-related rules, adcampaigns (a, d, f, g, x, y, z) are matched to a user profile identifiedas #007.

FIG. 13B is an illustrative flow diagram of a process 1304 to produce anad campaign user-related rules-based match instance like that of FIG.13A. In step 1306, a user profile is identified. In one embodiment, oneor more persons may be identified as corresponding to the user profile.For example, a user may be an individual person or a group of people,such as the members of a household or an office, for instance.Alternatively, the identity of a device associated with a user maycorrespond to the user profile. In step 1308, user attributes associatedwith the identified user profile are retrieved from the user attributestorage repository 404 b. In step 1310, a next ad campaign to beevaluated is identified. In step 1312, the ad campaign provideruser-related rules of the identified next ad campaign to be evaluatedare retrieved from the user-related ad campaign rules storage repository408 b. In step 1314, the retrieved ad campaign user-related rules areapplied to the identified user's attributes. In decision step 1316, adetermination is made as to whether there is a match between the currentad campaign provider user-related rules and the identified user'sattributes. If there is a match, then in step 1318, an indication of thead campaign is added to a user match instance such as that of FIG. 13A.In decision step 1320, after an ad campaign has been added to the usermatch instance or after a determination is made in step 1318 that thereis no match, a determination is made as to whether there are additionalad campaigns to be evaluated. If so, then in step 1310, a next adcampaign to be evaluated is identified, and the steps following step1310 are performed for that next ad campaign. If not, then the process1304 ends.

The following is a brief illustrative example of the application of adcampaign provider user-related rules to the identified user's attributesaccording to the process 1304 of FIG. 13A. Assume that the usercorresponding to user profile #007 has the following attributes: age isbetween 14-32; subscribes to content (3, 8, 15); purchases music andbooks online. Assume that ad campaign provider user-related rules foreach of ad campaigns (c, f, g, y, z) targets users within ages 14-32.Also, assume that ad campaign provider user-related rules for adcampaign (d) target users within ages 14-32 and who also subscribe tocontent (8). Further assume that ad campaign provider user-related rulesfor ad campaign (x) target users within ages 14-32 and who alsosubscribe to content (8) and who also purchase either music or videos orbooks online. Finally assume that ad campaign provider user-relatedrules for ad campaign (a) (not shown in FIG. 13A) targets users withinages 14-32 and who also subscribe to content (10) (not shown in FIG.13A) and who also purchase either music or videos or books online. Withthese assumptions, during iterations of the loop (steps 1310-1320) ofthe process 1304 during which the user-related rules for ad campaign (c)and (f) and (g) are applied to the attributes of user #007, a decisionis made that the user #007's attributes meet the two criteria (i.e., agerange and content subscription) set forth by the user-related rules forthese three ad campaigns. During another iteration of the loop (steps1310-1320), application of the user-related rules for ad campaign (d) tothe user attributes results in a match of both of the user-related rulesrequirements (i.e., age range, content subscription) Similarly, duringyet another iteration of the loop, application of the user-related rulesfor ad campaign (x) to the user attributes results in a match of allthree of the user-related rules requirements (i.e., age range, contentsubscription and online purchases) However, during an iteration of theloop in which the user-related rules of ad campaign (a) are applied tothe user attributes, a determination is reached that there is no matchsince the content subscription requirement of the user-related rules ofad campaign (a) is not met. The user identified with user profile #007subscribes to content (3, 8, 15) but does not subscribe to content (10).Thus, ad campaigns (c, d, f, g, x, y, z) are included in the ad campaignuser-related rules-based match instance 1302, but ad campaign (a) isnot.

FIG. 14A is an illustrative drawing of an ad campaign user rules basedmatch instance 1402 produced as an output of the fifth module 916 ofFIG. 9 in accordance with an embodiment of the invention. User-relatedrules match ad campaigns to users profiles. In one embodiment, aninstance 1402 is represented as a table. Instance 1402 indicates thatbased upon user provided rules, ad campaigns (a, b, e, h, i, k, l, x, y,z) are matched to a user profile identified as #007.

FIG. 14B is an illustrative flow diagram of a process 1404 to produce auser rules based match instance like that of FIG. 14A. In step 1406, auser profile is identified. As explained above, in one embodiment, theidentity of a user is provided. In some embodiments, a user profile maycomprise information provided by a user or by a group of users or a userorganization at registration time and/or usage information gathered fromtime to time. Thus, a user profile may represent an individual person ora group of people, such as the members of a household or an office, forexample. Basically, a user profile comprises information representativeof a user for matching purposes. In step 1408, user-provided rulesassociated with the identified user profile are retrieved from the userrules storage repository 404 a. In step 1410, a next ad campaign to beevaluated is identified. In step 1412, ad campaign attributes of theidentified next ad campaign to be evaluated are retrieved from the adcampaign attributes storage repository 308 c. In step 1414, theretrieved user-provided rules are applied to the identified ad campaignattributes. In decision step 1416, a determination is made as to whetherthere is a match between the user-provided rules and the currentlyidentified ad campaign attributes. If there is a match, then in step1418, the ad campaign is added to a user rules based match instance suchas that of FIG. 14A. In decision step 1420, after an ad campaign hasbeen added to the user rules based match instance or after adetermination is made in step 1418 that there is no match, adetermination is made as to whether there are additional ad campaigns tobe evaluated. If so, then in step 1410, a next ad campaign to beevaluated is identified, and the steps following step 1410 are repeatedfor the next ad campaign. If not, then the process 1404 ends.

The following is a brief illustrative example of the application of userrules to ad campaign attributes according to the process 1404 of FIG.14A. Assume that the user profile identified with identifier #007specifies a rule that ads should not be tobacco related. Assume thatattributes for ad campaigns (a, b, e, h, i, k, l, x, y, z) do notsuggest any relationship with tobacco products. As explained above, auser may specify user rules during an initial registration process, forexample. Further assume that attributes for each of ad campaigns (d, j,m, n) (not shown in FIG. 14A) indicate some relationship to tobacco.With these assumptions, during iterations of the loop (steps 1410-1420)of the process 1404 during which the user rule is applied to theattributes of ad campaigns (a, b, e, h, i, k, l, x, y, z), a decision ismade that each of these ad campaigns' attributes matches the user rule'scriterion (i.e., no tobacco). However, during iterations of the loop inwhich the user related rule is applied to the ad campaign attributes forad campaigns (d, j, m, n), a determination is reached that there is nomatch since the attributes for each of these ad campaigns indicatesrelatedness to tobacco. Thus, ad campaigns (a, b, e, h, i, k, l, x, y,z) are included in the ad campaign user rules based match instance 1402,but ad campaigns (d, j, m, n) are not.

FIG. 15A is an illustrative drawing of a user-ad campaign related mutualmatching instance 1502 produced as an output of the sixth module 918,which also is an output of the second sub-system 904, of FIG. 9. Theexample instance 1502 indicates areas of mutual matching between the adcampaign user-related rules-based match instances like that of FIG. 13Aand the ad campaign user rules based match instances like that of FIG.14A. FIG. 15B is an illustrative flow diagram of a process 1504 toresolve ad campaign user-related rules-based match instance and adcampaign user rules based match instances. In step 1506, ad campaign auser-related rules-based match instance for a given user, is selectedfor evaluation. In step 1508, an ad campaign user rules based matchinstance for the given user, is selected for evaluation. In step 1510,mutual matches (if any) are identified for the selected ad campaignuser-related rules-based match instance and the selected ad campaignuser rules based match instance. In step 1512, an indication of amatching ad campaign user-related rules-based match instance (if any)identified in step 1510 is added to a user-rules related mutual matchinginstance (e.g., a table) corresponding to the currently selected adcampaign user rules based match instance.

For example, assume that in producing the user-ad campaign relatedmutual matching instance 1502 of FIG. 15A, the process of FIG. 15B,evaluates mutual matching of the ad campaign user-related rules-basedmatch instance 1302 of FIG. 13A relative to the ad campaign user rulesbased match instance 1402 of FIG. 14A. More specifically, step 1510identifies mutual matches (if any) between a selected ad campaign userrules based match instance and individual ad campaign user rules basedmatch instances. Referring to FIG. 13A, user-related rules-based matchinstance 1302 indicates that ad campaigns (c, d, f, g, x, y, z) arematched to a user profile identified as #007. Referring to FIG. 14A, adcampaign user rules based match instance 1402 indicates that adcampaigns (a, b, e, h, i, k, l, x, y, z) are matched to a user profileidentified as #007. Step 1510 determines that the mutual matchingbetween instance 1302 and instance 1402 comprises ad campaigns (x, y,z). Hence, step 1512 adds indicators of these mutual matching adcampaigns to the user-ad campaign related mutual matching instance 1502of FIG. 15A.

FIG. 16A is an illustrative drawing of a user-ad campaign match instance1602 produced as an output of the third sub-system 906 of FIG. 9. Theexample instance 1602 indicates an ad campaign to be associated with auser (or a user profile representative of the user) in accordance withan embodiment of the invention. FIG. 16B is an illustrative flow diagramof a process 1604 involving resolution of content-ad related mutualmatching instances such as instance 1202 of FIG. 12A, produced inaccordance with the process of FIG. 12B, in relation to user-ad campaignrelated mutual matching instance such as instance 1502 of FIG. 15A,produced in accordance with the process of FIG. 15B. The process of FIG.16B further involves matching users to ad campaigns based upon contentsubscribed to or obtained by the user.

Referring to FIG. 16B, in step 1605, a user is selected. The selecteduser is a user for whom ad updates are to be determined. The selecteduser corresponds to a user profile. In step 1606, a user-ad campaignrelated mutual matching instance is identified that corresponds to theuser selected in step 1605 and that was produced by the process of FIG.12B. In step 1608, content-ad campaign related mutual matching instancesproduced by the process of FIG. 15B are identified, that identify adcampaigns that match ad campaigns of the instance identified in step1606. In step 1610, content is identified that has been obtained by orsubscribed to by the selected user. In step 1612, ad campaigns areidentified in one or more instances identified in step 1608, that arematched in those identified instances, to content identified in step1610. In step 1614, a user-ad campaign mutual matching instance iscreated that identifies the user selected in step 1605 and thatidentifies the ad campaigns identified in step 1612.

For example, assume that a user with user profile #007 is selected instep 1605. Further assume that, in step 1606, the user-ad campaignrelated mutual matching instance 1502 of FIG. 15A is selected, sincethat instance corresponds to user profile #007. In step 1608, adetermination of which (if any) content-ad related mutual matchinginstances identify ad campaigns that match ad campaigns of the instance1502 selected in step 1606. Referring to FIG. 12A, three content-adrelated mutual matching instances 1202, 1204, 1206 are shown thatidentify ad campaigns identified by the selected instance 1502.Specifically, the instance 1502 relates user profile #007 to adcampaigns (x, y, z). Instance 1202 relates ad campaign (x) to content(4, 15). Instance 1204 relates ad campaign (y) to content (3, 4).Instance 1206 relates ad campaign (z) to content (3). In step 1610,specific user content that has been obtained or subscribed to by theselected user with corresponding user profile #007. The identificationstep 1610 may involve a user device communicating the identity of suchcontent over network 116 to a server (not shown) involved with theimplementation of match system 624. In this example, assume that userwith user profile #007 has obtained or subscribed to content (2, 4, 8,15). In step 1612, ad campaigns are identified that are matched, by oneor more instances identified in step 1608, to the content identified instep 1610. In this example, instance 1202 matches identified content (4,15) to ad campaign (x), and instance 1204 matches identified content (4)to ad campaign (y). There is no match to ad campaign (z) since instance1206 does not match ad campaign (z) to any of the content identified byinstance 1206. Thus, in step 1614, the user-ad campaign mutual matchinstance 1602 is created, which identifies the selected user withcorresponding user profile #007 and the identified ad campaigns (x, y).Therefore, ads from ad campaigns (x, y) are thereby identified fordelivery by ad source 622 to the user with user profile #007, or morealternatively in some embodiments, to a device 406 associated with userprofile #007.

In some embodiments of the invention, association of ads with content isconditioned upon agreement between an ad campaign provider and a contentprovider as to payment. For instance one of a content provider's adcampaign related matching rules may specify that an ad campaign providermust agree to pay a predetermined amount prescribed by the contentprovider in order for that ad campaign provider's advertisements to beassociated with the content provider's content, and that the ad providermust agree to pay that amount before an ad is delivered to a user forassociation with the content provider's content. Alternatively in theevent that multiple are determined to be eligible for delivery to auser, ad campaign providers may compete through a bidding process, forthe opportunity to have their ads delivered to a user (i.e., a userhaving a particular user profile).

In some embodiments, before an ad is delivered to a user, the contentprovider may be contacted to ascertain whether the content provideraccedes to the delivery of the ad for combination with that contentprovider's content.

Moreover, in some embodiments, an ad campaign provider may specify(through ad delivery metadata) ad rotation rules. These ad distributionrules may depend upon content and/or the user profiles, for example. Inother words, a variety of ads from one or more ad campaign providers maybe delivered to a user in concert with ad rotation rules that determinethe order or rules by which ads are to be associated with content. Thead rotation rules may specify characteristics such as ad sequencing, adlifetime and ad placement within content, for example.

FIGS. 17A-17E are illustrative drawings of a content provider graphicaluser interface (GUI) used by content provider devices 312 to interactover a network 116 with a web based publisher application operative onthe registration server 302 as shown in FIG. 3 in accordance with someembodiments of the invention. The publisher application providespublishing tools, registration and content reporting, for example. Thecontent provider GUI comprises a web page that is accessed via a browseron a content provider's device 312 and that is used for content providerregistration.

FIGS. 17B-17C are illustrative drawings of top and bottom portions of ascrollable “Add new channel” content provider GUI screen displayedduring the adding of a new content channel (or feed) to the collectionof channels to be subject to a matching process. The “Add new channel”screen includes data entry fields for entry of content provider controlinformation such as rules and attributes concerning a channel to beadded. The example “Add new channel” screen includes data fields, whichin this example illustration, solicit content provider informationconcerning the channel.

In this example, the content provider has placed in the Channel Namefield the name attribute: ‘New Exciting Podcast’. The content providerhas placed in the Channel Category field the channel category attribute:‘Arts & Entertainment’. The content provider has placed in the ChannelSubCategory field the subcategory attribute: ‘Entertainment’. Thecontent provider has placed in the Keywords field the keywords: podcast,interviews, news, entertainment. The content provider has placed in theShort Description field a brief description of the content of thepodcast. The Long Description field sets forth a longer and moredetailed description of the content of the podcast. The Website URLfield typically sets forth a content provider home page. (Once a feedhas been added to iTunes or to any other RSS manager, there a link isprovided on the manager's UI to a content provider web site. This URLserves as such a link. For devices compliant with the RSS standard, thisURL is stored in a feed's RSS XML.) The Episode Frequency field setsforth a content frequency attribute of the podcast, i.e., the frequencywith which episodes of the podcast are available, which is daily. TheExplicit Content field indicates that an explicit/not explicit contentattribute of the content for this podcast, which in this case is‘false’, i.e., not explicit. The Banned Advertiser Categories solicitscontent provider input to rules to filter banned ad categories. In thisexample, content provider has indicated the banned advertisingcategories by checking off boxes in a predetermined list of categories.Thus, for example, one content provider ad campaign-related rule is thatad campaigns falling within checked categories (‘Beer, Wine & Liquor’and ‘Gas & Oil’ and ‘Cigarettes & Tobacco’ in this example) may not bematched with this new channel named ‘New Exciting Podcast’.

Thus, content provider rules may be quite simple such as the filteringrules represented by the “Banned advertiser categories’ of FIG. 17C inwhich all ad categories are eligible for matching with the channelexcept ad categories specifically identified by the content provider.

However, alternative types of content rules are possible consistent withthe invention. For instance, a content provider rule may instead providethat no ad may be matched with the channel unless the content providerspecifically identifies it. Also, alternatively, somewhat moresophisticated content provider rules may applied involve a contentprovider's combining categories such as the above in logic statementsusing AND and NOT Boolean connectors. An example of an even moresophisticated approach to content matching rules development involves acontent provider's building complex queries such as SQL expressions, forexample. Therefore, content provider rules are not intended to belimited to the simple filtering rules set forth in FIG. 17C.

FIG. 17D is an illustrative drawing of a “select channel host” contentprovider GUI screen displayed during the selection of the entity whichis to host the new channel (or feed). A content provider has the optionof being responsible for hosting the podcast channel. In other words,for example, the content provider can elect to provide a server thatdelivers podcast updates to users. Alternatively, the content providercan designate separate content provider (e.g. the intermediary such asPodbidge) to provide a server that podcasts content updates to users.

FIG. 17E is an illustrative drawing of a “Channel Detail” contentprovider GUI screen displayed during a content provider's copying of a“Get Podcast” button to its web page and also showing Java scriptassociated with the “Get Podcast” button. As part of the registrationprocess, the content provider obtains a “Get Podcast” button, which itincorporates into its web page to facilitate users' subscribing toreceive the content provider's content combined with ads. The “GetPodcast” button provides an easy way for users to subscribe. When a uservisits the content provider's web page, the user can actuate the “Getpodcast” button on the page to subscribe to a podcast offered by thecontent provider. The Java script controls the process of usersubscription to the podcast.

In some embodiments, a content provider can exercise ad approvalauthority. An ad approval mechanism, such as a UI screen, allows acontent provider to be alerted of ads proposed for running on thecontent provider's channel and to review such ads prior to their runningon a content provider's channel. For instance, if a content provider hasenabled an approval mechanism, the ad approval process runs as follows.When an advertiser makes a proposal to run an ad campaign on a contentprovider's channel, a backend cron job sends a communication, such as ane-mail, alerting the content provider of the proposed new ad campaign.The communication may include a direct link to the page where arepresentative of the content provider can review the proposed adcampaign. Upon clicking the link content provider representative canobserve information such as the following: advertiser company name;campaign specific information (e.g., name, description, RSS text, timeperiod for the campaign to run/listener limits; maximum credits(explained below) that can be earned by the campaign (campaigns can becancelled or they may finish prior to running out of credits). Inaddition, for each media file in the campaign the content provider canobserve the proposed ads and can find out the proposed placement of adswithin the provider's content feed. The content provider can choose toapprove the ad campaign by approving the entire campaign or specificmedia files.

FIGS. 18A-18D are illustrative drawings of a ad campaign providergraphical user interface (GUI) used by ad campaign provider devices 314to interact over a network 116 with a campaign manager operative on theregistration server 302 as shown in FIG. 3 in accordance with someembodiments of the invention. The campaign manger provides forregistration of new ad campaign providers, ad campaign publishingmanagement tools and ad usage reporting. The ad campaign provider GUIcomprises a web page that is accessed via a browser on an ad campaignprovider's device 314 and that solicits ad campaign provider informationfor monitoring ad campaign results, for example.

FIG. 18A is an illustrative drawing of a portion of a scrollable“Campaign Detail” advertisement campaign GUI screen. As with the contentprovider GUI, in this example, a third party intermediary controls theprovider registration server 302 and makes available a browser based GUIapplication used by ad campaign providers to set up and track theperformance of their ad campaigns. Once an ad campaign has been set up(i.e. registered), ads in the campaign become eligible for combinationwith registered content. As can be seen from FIG. 18A, the “campaignoverview” screen provides a summary of the status of the overall adcampaign including month-to-date listens, average daily listens,month-to-date spend, average daily spend. In this example, it is assumedthat this screen was presented originally with empty fields to solicitcorresponding ad campaign provider information. The “campaign overview”screen also provides a list of campaign names and corresponding startdate, end date, total budget, daily budget and total served. Moreover,buttons labeled “add a new campaign” and “Edit your profile”, eachnavigate the ad campaign provider to screens that solicits different adcampaign provider information.

FIG. 18B is an illustrative drawing of a portion of a scrollable“Campaign Details” for “telecom ad campaign” ad campaign GUI screen thatis accessed by actuating the “Telecom Ad Campaign” entry in the screenof FIG. 18A. This screen solicits an ad campaign provider to undertakeany one or more of several actions. By checking the appropriate box onthe screen, the ad campaign provider can view targets of the campaign,view market categories encompassed by the campaign, view advertisementsin the campaign, upload more ads to the campaign, and view podcasts inthe campaign.

FIG. 18C is an illustrative drawing representing a portion of ascrollable “Campaign Details” ad campaign GUI screen that is generatedby checking the “Targets”, “Categories” and “Advertisements in thisCampaign” check boxes on screen of FIG. 18B. FIG. 18D is an illustrativedrawing of a portion of a type of campaign GUI screen generated byselecting the “Upload Ads/Files check box on a screen like that of FIG.18B. In this example, an ad campaign provider has populated the fieldsin the screen of FIG. 18D with information concerning a new ad campaign.

FIGS. 19A-19C are illustrative drawings representing successive portionsof a scrollable “Add a New Campaign” ad campaign GUI screen that isgenerated by actuating the “add a new campaign” button on the “CampaignOverview” screen of FIG. 18A or on the “Campaign Detail” screen of FIG.18B. These screens are used to solicit ad campaign provider informationconcerning a new ad campaign. FIG. 19A shows that an ad campaignprovider has entered information into “Campaign Information and “Target”fields. FIG. 19B shows that an advertiser has selected categories towhich the ad campaign applies. The “Markets for your product or service”Target guides the ad campaign provider in specifying an ad campaignprovider content-related rule that relates to “markets”. The “Agegroups” Target guides the ad campaign provider in specifying an adcampaign provider user profile-related rule that relates to “age”. The“Gender”, “Children in Household” Targets guide the ad campaign providerin specifying ad campaign provider user profile-related rule thatrelates to whether the ad is directed to a particular “gender” andwhether it is appropriate for use with “children in the household.” The“Categories” field guides the ad campaign provider in specifying adcampaign provider content-related rules that relate to the category ofproduct or service to which an ad campaign is directed. Note thatalternatively, the “Markets for your product or service”, “Age groups”,“Gender”, “Children in Household” Targets and the “Categories” may beviewed as an ad campaign attributes that content providers may use inconjunction with content provider ad campaign-related rules to determinewhether an ad is suitable for combination with the content provider'scontent. In other words, the targets and categories of FIGS. 19A-19B mayserve as ad campaign rules from the perspective on an ad campaignprovider and may serve as ad campaign attributes from a contentprovider's perspective. FIG. 19C shows that an ad campaign provider isuploading a new ad for the new ad campaign.

Moreover in some embodiments, an ad campaign provider can search and addparticular categories of content to a campaign based upon keywords, forexample. For instance, assume an ad provider wants to advertise awindshield product. The ad provider may want to advertise the windshieldproduct on a fixed list of automotive channels. Thus, for example, an adcampaign provider GUI (not shown) may permit an ad campaign provider todefine ad hoc categories based upon keywords, content type (e.g., newsshow, financial reporting, adult) or source of the podcast provider(e.g. company A, company B, website C, Mr. D). For instance, in one GUIembodiment not shown), an ad campaign provider can type “automotive” or“car” into a search box and get a list of content feeds that have the“automotive” keyword in its metadata. An ad campaign provider canexplicitly choose the specific content feeds to advertise on.

It will be appreciated that using the user interface screens describedabove, an ad campaign provider may produce content related ad campaignprovider rules and user related ad campaign provider rules. Appendix B,which is expressly incorporated herein in its entirety by thisreference, comprises examples of ad campaign provider filtering rulesthat may be presented using SQL for instance.

In some embodiments, once an ad campaign has been submitted, it willshow up in the relevant content providers' campaign queues, awaitingmatching and/or approval, if applicable. In some cases content providerswill allow for automatic approval subject to filtering rules such as,exclude tobacco ads, etc. The subscriber system also may send an alertto the content providers regarding the new campaign. Once a campaign hasbeen submitted, changing the campaign by adding new ad media filescauses those files to go through the approval process again. Changingmeta-information (e.g., ad media file mp3 (audio), m4v (video), etc.)also causes the campaign to go through the approval process again. An adprovider may cancel an ad campaign after it has been submitted andapproved.

FIGS. 20A-20B are illustrative drawings of a content provider graphicaluser interface (GUI) used by user devices 406 to interact over a network116 with a registration profile gathering server 402 as shown in FIG. 4.More particularly, FIGS. 20A-20B are illustrative drawings of a contentprovider web page including a “Get Podcast” button and an intermediary's(such as Podbridge's) user registration web page that is delivered to auser device in response to a user's actuating the “Get Podcast” buttonon the content provider web page in accordance with some embodiments ofthe invention. FIG. 20A shows that the content provider web page mayinclude various information and also a “Get Podcast” button, which mayhave been added using the process described above with reference to FIG.17E, for example. Upon a user's actuating the “Get Podcast” button onthe web site of a content provider or on the web site of theintermediary, the user's browser is redirected to a web page of theintermediary site that provides the registration information requestshown in FIG. 20B. In this example, the requested registrationinformation is best characterized as user attribute information. Howeverregistration information also may involve requests for useracceptability rues that indicate the kinds of information that the userdoes and does not want to receive. User acceptability rules can be usedto screen-out particular ads or types of ads. It will be appreciatedthat although only one user registration screen is shown, there may bemore than one.

For instance, additional screens (not shown) may be provided that seekdetailed information concerning user preferences. For example,additional screens may request that a user specify active preferences,which serve as user acceptability rules for the delivery of informationsuch as, “I am interested in Electronics” “I am not interested inFeminine Hygiene products” or do/do not want to receive certain types ofads, such as ads for tobacco, alcohol, automotive, etc. This additionalinformation can be useful in matching ads to users. However, requestsfor this additional information generally ought to be balanced with thepossibility that a user will not have the time, motivation or thepatience to provide detailed preference information.

User attribute information is stored in user attribute storagerepository 404 b shown in FIG. 4. User rules information is stored inuser rules storage repository 404 a shown in FIG. 4. Thus, user profileinformation gathered from users may be used by the ad selection processto determine which ads to deliver to which user devices.

Usage Reporting

FIG. 21 is an illustrative flow diagram of a process 2100 by which theusage reporting module 709 of FIG. 7 reports usage events in accordancewith an embodiment of the invention. In step 2102, events are logged(i.e., stored) in an event log 2104 (i.e, in a data structure in memory)associated with the user device 406. Steps 2106-2108, periodically sendan event log over the network 116 to user information server 403, asshown in FIG. 4. Step 2108 sets a time interval in which to send theevent log. Step 2106 represents sending of the event log after passageof a time interval prescribed in step 2108. It will be appreciated, ofcourse, that availability of a network connection between the userdevice 406 and a server 403 influences the actual timing of when theuser device 406 sends the updated event log to a backend server. Forinstance, the user device 406 may be able to establish a connection withsuch backend server for event log delivery only during limited timeframes such as when the ad source server of FIG. 6 sends an ad update orwhen a user device 406 requests a content updates as described withreference to FIG. 5. Moreover, in some embodiments, the user device 406does not connect to the server 403 when the event log is empty.

The following Reportable Events Table sets forth a list of examples ofreportable events in accordance with some embodiments of the invention.

REPORTABLE EVENTS TABLE 1. add feed - an event recorded each time a feedis added. format: af,<event time>,<feed url> 2. play count - the currentplay count of podbridge content that was played on iTunes, The playcount is calculated internally by the agent. format: pc,<eventtime>,<file guid>,<play count> 3. ad play count - same as the contentplay count, but for the stitched ads. format: ac,<event time>,<adguid>,<play count> 4. iPod play count - the play count for contentplayed on the iPod, this is a derived value from the internal play countand the iTunes reported play count. format: pd,<event time>,<fileguid>,<play count> 5. iPod ad play count - the play count for ads playedon the iPod, this is a derived value from the internal play count andthe iTunes reported play count. format: ad,<event time>,<ad guid>,<playcount> 6. play event - when iTunes starts playing podbridge content thestart time and position are stored, when the song play stops, the playduration and play starting position are calculated to exclude theinserted ads. format: pl,<event time>,<file guid>,<start position>,<playtime> 7. ad play event - the ad play starting point (reletive to the adas a single entity) and the play duration are reported. format:at,<event time>,<ad guid>,<start position>,<play time> 8. downloadcomplete - this event notifies about a successfully completed downloadof an item. format: cc,<event time>,<file guid>,<feed url>,downloadtime, download size in bytes 9. download failed - this event notifiesabout a failed download of an item. format: <event time>,<fileguid>,<feed url>,download time, download size in bytes

For example, typically, play event information can be aggregated by bothiTunes service and iPod player. An iPod player sends its play logs tothe iTunes service each time it connected to a PC, iTunes aggregatesiPod player play logs and its own iTunes service play logs and make itavailable to query using the iTunes service APIs.

In some embodiments, such usage logs sent to the tracking server includea GUID of the content or ad played, start position, end position andtimestamp. The usage reports provide information that may be used tocalculate content feed and ad consumption by individual user devices.The usage reports also serve as a source of information for input to theuser profile. The usage information is indicative of user preferences,which may constitute user attributes. Usage information may constituteone or more user attributes used to estimate the probability that a userwill actually access podcasts to which he or she has subscribed and theprobability that a user will actually respond to a “call to action”placed in an ad. Usage information may be one of the user attributesaccessed by the match system server 624 of FIG. 6, in the course ofresolving ad provider criteria, content provider criteria and usercriteria to determine which ads to deliver to which user devices.

More specifically, in some embodiments, all the usage reports go firstto usage information gathering 403 shown in FIG. 4 and are stored in anoperational database (DB). Once every X time the usage reports areuploaded from the operational DB to a Data Warehouse (not shown), whichholds and breaks the information to have it ready for report generation.The reporting tools run on the data stored within the Data Warehouse.

Usage may be reported to ad providers and/or content providers, forexample, to determine payment amounts owed by an ad provider in returnfor having ads performed on user devices while stitched together withcontent provider content. The usage information also may contribute tostatistics as to user habits and as to content and ad usage. Suchserver, which is not shown in the drawings, runs cron jobs to generatereports and/or send them via e-mail. Web applications such as aPublisher and the Campaign Manager also have access to the DataWarehouse server to retrieve reporting information to be presented incharts, for example.

The following Agent Generated Player Event Log sets forth a format of anexample list of events in accordance with some embodiments of theinvention.

Agent Generated Player Event Log 16/02/200616:58:56,-8,1DECB48B-461A-4F26-8EFB-033CA7B54821 pl,16/02/200617:09:55,E0102C7C-1CAD-46A1-84D3- 9318C95230FC.mp3,18,3 pl,16/02/200617:10:05,0B227E79-EBEA-4212-9FC9- A2A56F02BACD.mp3,0,6 pl,16/02/200617:10:21,0B227E79-EBEA-4212-9FC9- A2A56F02BACD.mp3,12,10 pl,16/02/200617:10:25,CC2A4D12-0A70-3211-8E66- CF2AA1B05ECA.mp3,0,4 pl,16/02/200617:10:33,CC2A4D12-0A70-3211-8E66- CF2AA1B05ECA.mp3,3354,4 pc,16/02/200617:10:36,E0102C7C-1CAD-46A1-84D3- 9318C95230FC.mp3,1 pl,16/02/200617:11:00,CC2A4D12-0A70-3211-8E66- CF2AA1B05ECA.mp3,3426,27 pl,16/02/200617:11:16,D6315892-B5E8-483D-9DF8- 65325FBD3201.mp3,0,16 pc,16/02/200617:11:36,D6315892-B5E8-483D-9DF8- 65325FBD3201.mp3,1Ad Distribution Rules

In some embodiments, ads in the campaign may be associated withdistribution criteria such as an appearance percentage value specifiedby the ad provider that represents the ad's appearance ratio within thecampaign or such as the frequency with which an ad is to be displayed toa user. These criteria are reconciled prior to delivery of ads to clientdevices. For instance, the match system 624 may be used to determinewhich ads are eligible for distribution to a user, while the addistribution criteria are used to determine which ads to actuallydistribute. The ad distribution criteria can be used to regulate theactual number and mix of ads delivered to a one or more user devices,for example.

For instance a campaign could have three advertisements (i.e., adcontent files) with the example appearance ratios shown in the followingAppearance Ratio Table.

Appearance Ratio Table Ad Name Appearance Ratio Ad1 40% Ad2 35% Ad3 25%

In this example, for each 100 ads delivered to user devices for thecampaign, 40 will be Ad1, 35 will be Ad2 and 25 will be Ad3. Asexplained below, for yield management more complex algorithms may beused by an ad campaign provider to decide which ad goes out to whichuser for insertion into which content feed.

Generally speaking ad distribution criteria (i.e., determining which adsgo to what user device and how often) may consider user attributes fromstorage repository 404 b, as factors such as, (1) user behavior andusage, (2) user preferences and inclinations (e.g., target ads basedupon user profiles), (3) consumption predictions (e.g., for 1000 boughtads, how many impressions do we need to download to the users1000.times. consumption factor?) Thus, in general, different users mightreceive different ones or combinations of Ad1, Ad2 and Ad3. Although fora big ad campaign, for instance, a user may get all the three ads.

Ad Insertion

Ads delivered to a client device are associated with metadata thatdetermines where the ads are to be inserted relative to the content. Ina present embodiment, a client-side agent retrieves this ad insertionmeta-data from the ad source server 622 shown in FIG. 6. This adinsertion information includes instructions concerning insertion of theads to content. For example, in one embodiment, the ad insertioninformation includes instructions as to the content feed to which an adis to be inserted and as to the position in the feed at which the ad isto be inserted. The insertion information can be provided as a list ofad names and associated content feed names and content feed positionsfor each ad.

The content metadata in an RSS expression presents the possible adslots. In other words, content metadata that accompanies contentdelivered to a user device indicates the locations in that content whereads may be inserted. An agent running on a user device may include slotinformation from the content's RSS as part of an ad request to an adserver. The ad server, in turn, may use the slot information tocalculate what ads should be inserted in what locations and then torespond with ad insertion instructions using the same ad slot insertionXML format as was used for the content RSS, for example. In most cases,the ad server will likely use the ad slot XML from the RSS provided bythe agent with the ad query. However, this functionality also allows foroverwriting of ad slot information presented in the RSS XML. Forinstance there may be an urgent message that needs to go at thebeginning of a content presentation, but the RSS XML may provide no adslot at the beginning of the content, at location 0 (beginning). In thatcase, the ad server may respond with ad metadata indicating that themessage should be inserted into the beginning of the content despite thefailure of the RSS XML to indicate an ad slot at that location. Theability to insert content at a location other than locations identifiedas ad slots is useful for insertion of sponsorship messages, forexample.

It will be appreciated that content and ads have separate life cycles,although sometimes there are some dependencies between them. Forinstance, one can consider the content and ad cycles as two separatethreads with some dependencies. A user device ordinarily requestscontent first. The agent tries to splice ads to the content. The agentfirst may try to use ads cached in the user device's local storage. Ifthe ads to be spliced have not been retrieved from the network (i.e.from the ad server) or have expired, then the agent must request the adsfrom the network before they can be spliced.

For instance, ads may be delivered based upon content, such as a dailytalk show. Moreover, for example, the same ads may be spliced intosuccessive episodes of the talk show. Therefore, at least until thecached ads expire or a new episode arrives with metadata indicating aneed to insert different ads, the agent can continue to obtain the adsfrom the cache without the need to go back to the network. If themetadata of a subsequent content episode (e.g. talk show episode)indicates a need for different ads, then the agent must retrieve thosenew ads before they can be inserted into the content.

Moreover, the agent can update the ads in the cache and add new adsasynchronously, i.e. independently, from content requests. The agentaware of the type of feeds consumed by the user, the agent can bring adsinto the cache independently. The agent asks the ad server for the adsto splice/stitch for a particular content/episode, due to the fact thatthe agent independently obtain new ads for the user's content selection,generally ads are pre-cached on the PC, however if the desired ad is notpresented on the PC the agent can obtain it from a specified (by the adserver) ad content server.

FIG. 22 is an illustrative drawing representing a content file withassociated cue sheet providing book marks for ad insertion in accordancewith some embodiments of the invention. The book marks provideindications of locations in the content file where ads are to beinserted. Content files provided to the content publisher system 312include such cue sheet information. The content files may be provided,for example, by content sources 310-1 to 310-n. In addition to adinsertion location, the cue sheet may provide information such asfadeout. As explained above, the ad insertion information is used by thead server to decide which ad goes to which slot. The ad server sends theresults back to an agent on the user device as a in response to theagent's ad request.

Basically, in some embodiments, ad insertion process proceeds asfollows.

-   -   1) A content provider provides ad slot cue sheet information to        the RSS XML of a feed's RSS.    -   2) An agent sends the cue sheet XML obtained from the RSS to the        ad server as part of the ad request.    -   3) The ad server responds with the final cue sheet back to the        agent, which the agent uses a guide to insert ads into content        slot locations.

FIG. 23 is an illustrative drawing of an example of XML code thatencodes an RSS feed representing two content files and their associatedcue sheet information. In podcasting, RSS meta data usually isassociated with each podcast content channel. Typically, RSS meta dataspecifies information such as, title, author, and location of content.Ordinarily, podcasting involves delivery of a digital media contentfiles to a consumer's storage. In some an embodiment of the presentinvention, ad files are completely separate from content files untilthey reach a consumer's storage where they are assembled. Moreover, inaccordance with an aspect of the invention, RSS meta data are extendedto indicate: (1) where an Ad goes in the content—time codes, and (2)what style of ads are acceptable to be inserted at those slots—stylecodes.

More specifically, in some embodiments, between <item> tags<podbridge:ad> tags are inserted. An ad <slot> item describes ad slotcharacteristics, which may include location where ad is to be insertedwithin content and style of the ad. As to location, in the firstillustrated example in FIG. 23, one ad is permitted every 15 minutes,(at times 0, 15 minutes, 30 minutes and 45 minutes) and the ad may notexceed 15 seconds. In the second example in FIG. 23, two ads arepermitted in the beginning (at time 0) (i.e. there are two slotsassociated with the same timecode) and two adds are permitted in 30minutes after the beginning (absolute time). There is no time limit onad length in this second example.

In order to obtain an ad list with associated ad insertion points forparticular content, the agent/plug-in sends a query to the ad-server:

e.g., http://www.podbridge.com/OueryCampaign

The Query Campaign is a POST HTTP query, the POST data is the requestparameters and the slot information (URI formatted).

For example, such a request may be formatted as follows:

uid=<Podbridge user identifier>&feed=<feed identifier (also the feedurl)>&episode_guid=<episode

guid>&version=1.0.0.30&slot[]=slot?fadeout=false&max=25&timecode=0:1:15.6&slot[ ]=slot?fadeout=true&max=135&timecode=0:19:0.0&slot[]=slot?fadeout=false&timecode=0:50:1.1

each line ends with the character “&”

The slot information is based on the actual slots in the Podbridge RSSextension. Also, parameters correspond to arguments in the original slotinformation.

The feed and episode_guid should be uuencoded to avoid characters thatwould break the schema.

In context of XML feed structure, note that the novel Podbridge RSSextension is part of the original feed RSS and a child element of the“item”:

Ad Meta-Data Example

<rss ...> ... <channel> ... <item> ... <podbridge:ads> <slotfadeout=“false” max=“25” timecode=“0:1:15.6”/> (see comment 1) <slotfadeout=“true” max=“135” timecode=“0:19:0.0”/> (see comment 2) <slotfadeout=“false” timecode=“0:50:1.1”/> (see comments 3 and 4)</podbridge:ads> </item> </channel> </rss>

Comment 1: indicates that an ad could be inserted after one minute and15 seconds and 6 tenths of the second from the beginning of the content.Fadeout effect is off.

Comment 2: indicates that an ad could be inserted after 19 minutes fromthe beginning of the content. Max length of the ad should not exceed 135seconds. Fadeout effect will be applied in the transition from thecontent to the ad.

Comment 3: indicates that an ad could be inserted after 50 minutes andone and one tenth seconds after the beginning of the content and thatfade effect is turned off.

Comment 4: note that fadeout implies that after the ad ends it willfade-in to the content. Thus, there is no explicit fadein argument;fadein is implied from fadeout; alternatively, a fadein argument may beprovided to overwrite the default behavior of fadein=true whenfadeout=true.

In response to a request from the agent on the user device for list ofads to be inserted, for instance, an ad server might provide an ad listcontaining the following information. As part of the ad server responseto the agent the actual splicing slots for ads are presented togetherwith rotation rules if any. It will be appreciated that this is cuesheet XML converted to the message protocol for the ad server.

Ad Insertion Instructions Returned from the Ad Server Example

<podbridge:ads> <slot fadein=“true” duration=“0:0:25.5”url=“http://www.ad- servers.org/melomania?ad=vid1.mp4”timecode=“0:2:10.1”/> <slot fadeout=“true” duration=“0:2:15.0”url=“http://www.podbridge.com/ads/v_ad.mp4” timecode=“0:6:0.0”/> <slotfadeout=“true” duration=“0:0:35.5” url=“http://www.ad-servers.org/melomania?ad=cocacola.mp4” timecode=“1:12:1.9”/> <rotationexpires = “10/1/2006 9:0:0”/> </podbridge:ads>Comments on the Above Example of Ad Insertion Instructions Returned bythe Ad Server:

Comment 5: each episode has a <podbridge:ads> clause.

Comment 6: url=“http://www.ad-servers.org/melomania?ad=vid1.mp4”, forexample, indicates the location of the add to be inserted in the lot.

Comment 7: There are many different ad rotation rules. A few examplesare as follows:

-   -   a) “expires” (expires=“10/1/2006 9:0:0”)—indicates the fix time        when the agent needs to go and get new set of ads from the ad        server (or from the local cache) for the particular episode.    -   b) “every” (every=“24:0:0”)—indicates that the agent should get        new set of ads from the ad server (or from the local cache)        after the specified period.    -   c) “random” (random=“0:2:0”)—indicates that the agent should        rotate the ads for the cache randomly every specified period of        time.    -   d) “round robin” (roundrobin=“0:2:0”)—indicates that the agent        should rotate the ads from the cache randomly every specified        period of time.

FIG. 24 is an illustrative chart showing a matrix of ad encodingpossibilities for content media in a variety of different encodingformats. Ads are re-encoded prior to delivery to a user device 406, soas to match the encoding of the content to which they are to beinserted.

FIGS. 25A-25B are illustrative drawings of a content and ads beforeinsertion (FIG. 25A) and after ad insertion (FIG. 25B). FIGS. 25C-25Dare illustrative drawings showing fade details near the beginning of aninserted ad (FIG. 25C) and near the end of an inserted ad (FIG. 25D).For instance, location of an ad insert point may be determined byconverting a time code offset encoded in XML associated with the ad, asillustrated in FIG. 23, for example, into a count of mp3 frames. Theframe count is an absolute value and is the number of mp3 frames fromthe start of the stream at which the ad is inserted.

In some embodiments, ads are inserted on-the-fly (i.e., as content isreceived), and at each insertion point, the main stream fades out beforean ad, and fades in after an ad. The position of ad insert points isreflected as the count of mp3 frames from the start of the stream. Inthe case of content encoded as mp3 frames, during the processing of themain content, the management agent counts the number of mp3 framesstreamed until the stitch frame has been reached. From this point thefade-out effect is performed on a number of frames, until completesilence. The ad is streamed after the fade-out effect. After streamingthe ad, before the continued stream of the main content begins, afade-in effect is performed on a number of frames prior to the insertpoint.

The approximate offset in bytes in which to perform the fade-in effectand continue streaming the next main content segment can be calculated.For instance, the offset can be calculated as the approximate byteoffset from the beginning of the main content stream as follows. Insert.Point offset=number of frames to Insert point*mp3 frame size. Subtractfrom that the size in bytes of the space required for the fade effect:Byte offset=Insert point offset−(number of frames in fade*mp3 framesize).

From the Byte offset the ad insertion agent finds the start of the nextmp3 frame on the stream. The fade-in effect is performed on the mp3frames from the previous segment of the main content. The next segmentis streamed until the next insert point is reached. In this manner nocontent information is lost in the unedited parts of the main content.The controlled fade-ins and fade-outs between main content and adspermit a user to experience a smoother transition between content andadvertisement.

FIG. 26A-Hb are illustrative diagrams representing content andassociated ad insertion points (FIG. 26A) and a set of ads andcorresponding ad insertion points (FIG. 26B). FIG. 26A represents threepieces of content: C1, C2 and C3. These could be three audio files orthree video files, for example. Insertion points I1-I3 represent threeinsertion points for C1. Insertion points I4-I5 represent two insertionpoints for C2. Insertion points I6-I7 represent two insertion points forC3.

FIG. 26B represents metadata indicating ad insertion points for five adsA1 -A5. A1 has insertion points I1, I6. A2 has insertion point I3. A3has insertion point I2. A4 has insertion points I4 and I7. A5 hasinsertion points I2, I4 and I6.

There is an apparent overlap in the insertion of ads A1 and A5 and inthe insertion of ads A3 and A5 and in the insertion of A4 and A5. Inother words, for example, the metadata in FIG. 26B indicates that bothad A1 and ad A5 are to be inserted to insertion point I6 in content C3.Moreover, there is an apparent duplication of the insertion of ads A1,A4 and A5. In other words, for example, the metadata in FIG. 26Bindicate that ad A5 is to be inserted at three different insertionpoints: I2 in C1, I4 in C2 and I6 in C3.

Therefore, in some embodiments, ad rotation rules are provided to guideassociation of ads with content.

Ad Placement Rules

For example, referring to FIGS. 26A-B, ad placement metadata mayspecify:

-   -   (1) A1 to be inserted to I6 only between 6 am-noon, and A1 to be        inserted to 11 only during 12:01 pm-5:559 am.    -   (2) A5 to be rotated evenly among insert insertion points I2, I4        and I6.    -   (3) A2 to be removed after listened/viewed once.    -   (4) A2 and A4 expire after 48 hours.    -   (5) After A4 listened/viewed once on each of insertion points I4        and I7, A3 is rotated evenly between slots I4 and I7.

Thus, the ad placement (rotation) metadata control a process operativeon the user device to rotate the association of ads with content, tothereby facilitate remote implementation of an advertising involvingcombination of ads with media content.

It will be appreciated that although ads are spliced into a contentfile, the ad rotation scheme as implemented through the agent (plug-in)can change the ads in the content file. The agent has access to thecontent files and can modify them by changing the ad insertions, forexample. There is no need for a content refresh request from a mediamanager (e.g. iTunes device) or any action from the user to trigger suchad rotation or replacement. Such ad update operation can be performed onthe content and ad that have been provided to the user device.

The following are some additional examples of ad rotation rules (notnecessarily limited to the example of FIGS. 26A-26B). An ad campaign mayhave multiple advertisements. For instance, an ad campaign for beverageproducts may include an ad for a non-diet beverage product and an ad fora diet beverage product. The advertiser may specify that these two adsare to be rotated in any of the following manners, for example: 70% ofads played are to be for the non-diet beverage and 30% of the ads playedare to be for the diet beverage, or during even weeks play non-dietbeverage ads and during odd weeks play diet beverage ads, or during theevening play non-diet beverage ads and during the day, play dietbeverage ads.

For example, ads may be inserted dynamically in order to achieve adegree of smart ad rotation. These criteria may include factors such astime of day during which an ad provider wants the ad to play. Theinsertion information also may include ad rotation rules such as, playAd1 in the morning; play Ad2 in the afternoon; and play Ad3 in theevening. Client-side implementation of placement rules in accordancewith insertion information may require the agent to access contextinformation from the device concerning context in which content or adsare actually played. The context may be time of day during which, orlocation of play (obtained from a user's zip code, user's IP address orGPS device for example) at which, a device user presses a button toactually play a content file. The agent inserts an ad dynamically thatis appropriate to the context in accordance with the rules criteriaspecified by the insertion information.

Post Consumption Recall

It will be appreciated that the network 116 used to deliveradvertisements and content also can be used for communication amongnetwork users and between network users and ad providers. Therefore,there is an opportunity for users to share the ads or reactions to theads with others connected to the same network 116 or to respond to adproviders. More specifically, for example, in some instances, ads are“short” and personalized to individual consumers based on criteria suchas age, gender and location and more. A consumer may have been workingout in gym when he or she heard of a product, advertisement or offer. Asexplained above, a system in accordance with some embodiments of theinvention tracks ads a consumer has listened/viewed. Therefore, theoffer in fact may have been targeted to the user based upon user profileinformation obtained for the user. The system also can save a history ofoffers for each consumer. In accordance with an aspect of the invention,a consumer can later (e.g. when he or she has more time) recall thepreviously listened/viewed advertisement/offer by invoking the plug-inclient/agent software. The consumer can find the previouslylistened/viewed advertisement/offer in the past 30 days or 60 days, forexample. This enables the consumer to not miss out any personalizedoffers (ex. 30% off dinner or dress) sent their way. The consumer thencan take follow up actions such as go to the web to get furtherinformation about the “short” advertisement or making an onlinepurchase; Making a phone call to the number indicated on the recalledadvertisement; or make a VOIP call through the computer interface.

Note that in some embodiments, ad usage log is part of a usage log thatis aggregated by the agent and sent to the ad servers for reporting. Thead is presented as a standard GUID play. The server distinguishes adsfrom other content as part of some usage analysis process, which formsno part of the present invention. So in the agent's usage log alone onecannot necessarily tell which is content and which ad.

Moreover, for example, a consumer may watch podcasts of three episodesof one TV program and two podcast episodes of another TV show (all savedon a local hard disk for instance) in one sitting on a weekend. Later,the consumer may want to provide some feedback specific to each show andthe content publishers may wish to receive such feedback. In the past,there was no easy way to do this. Since a system in accordance with someembodiments saves a listened/viewed history of each episode of content aconsumer has listed/viewed, the a computer program controlled processrunning on the system can provide a uniform interface for the consumerto comment episode by episode basis across different content providers.For instance, a computer program controlled process could permit a userto “tell a friend”, e.g. to send to friends over the network,recommendations or comments concerning feeds. Alternatively, a computerprogram controlled process could use usage patterns to makerecommendations to users, e.g. the “if you like that feed, you probablywill like this feed”.

Payment/Credits

In some embodiments, ad campaign providers pay content providers for theright to associate their ads with content provider content. Forinstance, the match system 624 may be used to determine which ads areeligible for distribution to a user, and ad provider distribution rulesmay be used to determine which ads to actually distribute. However, anad campaign provider and an ad content provider generally must agreeupon a payment price as a condition for insertion of ads into content.

Once a content provider approves an ad campaign or parts of it, approvedads may be scheduled to run on the content provider's channel. Once thecampaign is actually running and ad media is running on the channels orthe campaign has finished running, credits are applied to the contentprovider's account. More particularly, in accordance with a revenuesharing arrangement agreed upon by content providers and ad providers,credits corresponding to percentage of revenue from ads that have beenplayed on a content provider's feed/channel are transferred from the adprovider to the content provider.

Some embodiments of the invention use a credit system to keep track theamount of revenue that a content provider has earned throughparticipation in the subscription system. The credit system uses creditshaving a 1:1 ratio with dollars (1.50 credits equals $1.50). The creditsystem allows the subscription system to accumulate income for thecontent provider without constantly writing checks to the contentproviders. Content providers ultimately receive dollar payment for theirearned credits. The amount paid in dollars is deducted from the creditsavailable within content provider's credit account. The credit systemalso allows content providers to be advertisers, since the contentproviders can apply credits earned through their channels to run ads fortheir content on other channels.

A method of purchasing credits for purchases of ads “on” contentproviders' content channels permits the subscription system to quicklyrecognize revenue from ad purchases. The credit approach allowsadvertisers to set aside a specific expense budget and manage itdirectly on the subscription system web site.

A process for purchasing advertiser credits in accordance with oneembodiment of the invention proceeds basically as follows. An advertiserenters an advertiser profile including information such as name,description, TID, maybe a credit card, contact information, web site,etc. Available credits can be broken into two categories: availablecredits, and pending transaction credits. Available credits can be usedimmediately for new campaigns. Once a campaign has been submitted, theamount of credit required to run the campaign is taken out of theavailable credits category and placed into pending transaction credits.An ad provider also may choose to purchase more credits. In oneembodiment, credits reflect the number of dollars spent on a 1:1 ratioas explained above. If an ad provider is also a content provider, thenthe ad provider may earn credits through its own channels. Basically, ifan entity is both an advertisement and a content publisher, the entitycan transfer credit earned from the ads that have been played on itschannels towards its ad campaign and buy more ad impressions. An adprovider's profile on the subscription is updated with the number ofcredits available.

Bidding

Alternatively, ad campaign providers and content providers may arrive atpricing terms through a bidding process. Different ad campaign providersmay be willing to pay different amounts depending upon the user profileinformation or content attribute information, for example. A biddingprocess may be developed in which ad campaign providers specify amountsthey are willing to pay per impression delivered and/or perceived andspecify daily budget limits as to the total amounts that they arewilling to spend. For example, the registration server 102 of FIG. 1 canrun a program that receives ad campaign bidding information and thatdetermines which eligible ads to send to which users based upon abidding process. For example, for a given user profile/contentcombination, assume that the match system of FIG. 9 identifies ten adcampaigns that are eligible for delivery to a given user. In that case,the bidding process could be limited to the ten ad campaign providerswhose ads were determined to be eligible for delivery based upon thematch process. The highest bidding ad campaign provider would have itsad(s) sent to the user. The bidding process also might make provisionfor ranking of bid results so that ads from several bidders are be sent,for example, perhaps all for some intermediate price for instance.

It will be understood that the foregoing description and drawings ofpreferred embodiment in accordance with the present invention are merelyillustrative of the principles of this invention, and that variousmodifications can be made by those skilled in the art without departingfrom the scope and spirit of the invention.

APPENDIX A COMPUTER CODE Get Podcast Button Code <!-- Copy and Pastethis javascript in your Website to display the ‘Get Podcast‘ button --><!-- You can substitute the button_get_podcast.gif below with your own--> <script src=“http://www.podbridge.com/js/add_channel.js”language=‘JavaScript‘type=‘text/javascript‘></script> <a href=‘#‘onclick= ‘AddChannel_onclick(“http://www.podbridge.com/rss/797CDF8E-E834-4D67-A87F- - CFB60F9F863E.rss”, “Wrestling Observer Live”); returnfalse;‘> <imgsrc=‘http://www.podbridge.com/images/button_get_podcast.gif‘ alt=‘GetPodcast‘ width=‘100‘ height=‘25‘ border=0 align=center> </a> JavaScriptloaded in response to Get Podcast button functionAddPcast_onclick(url,title) {        AddPcast(url,title); } functionAddChannel_onclick(url,title) {    // Browser Detection    varagt=navigator.userAgent.toLowerCase( );    var is_major =parseInt(navigator.appVersion);    var is_minor =parseFloat(navigator.appVersion);   var is_nav =((agt.indexOf(‘mozilla‘)!=−1) && (agt.indexOf(‘spoofer‘)==−1)       &&(agt.indexOf(‘compatible‘) == −1) && (agt.indexOf(‘opera‘)==−1)       &&(agt.indexOf(‘webtv‘)==−1) && (agt.indexOf(‘hotjava‘)==−1));   varis_nav2 = (is_nav && (is_major == 2));   var is_nav3 = (is_nav &&(is_major == 3));   var is_nav4 = (is_nav && (is_major == 4));   varis_nav4up = (is_nav && (is_major >= 4));   var is_navonly = (is_nav &&((agt.indexOf(“;nav”) != −1) ||         (agt.indexOf(“; nav”) != −1)) );  var is_nav6 = (is_nav && (is_major == 5));   var is_nav6up = (is_nav&& (is_major >= 5));   var is_gecko = (agt.indexOf(‘gecko‘) != −1);  var is_ie = ((agt.indexOf(“msie”) != −1) && (agt.indexOf(“opera”) ==−1));   var is_ie3 = (is_ie && (is_major < 4));   var is_ie4 = (is_ie &&(is_major == 4) && (agt.indexOf(“msie 4”)!=−1) );   var is_ie4up =(is_ie && (is_major >= 4));   var is_ie5 = (is_ie && (is_major == 4) &&(agt.indexOf(“msie 5.0”)!=−1) );   var is_ie5_5 = (is_ie && (is_major ==4) && (agt.indexOf(“msie 5.5”) !=−1));   var is_ie5up = (is_ie &&!is_ie3 && !is_ie4);   var is_ie5_5up =(is_ie && !is_ie3 && !is_ie4 &&!is_ie5);   var is_ie6 = (is_ie && (is_major == 4) && (agt.indexOf(“msie6.”)!=−1) );   var is_ie6up = (is_ie && !is_ie3 && !is_ie4 && !is_ie5 &&!is_ie5_5);     var is_mac = (navigator.userAgent.toLowerCase().indexOf(“mac”) !=−1) ? true: false;     var kitName = “applewebkit/”;    var tempStr = navigator.userAgent.toLowerCase( );     var pos =tempStr.indexOf(kitName);     var is_AppleWebkit = (pos != −1);    if(is_mac == true || is_AppleWebkit == true)     {       AddToMyChannels_Mac(url,title);     }      {       AddToMyChannels_Moz(url,title);     }      else if(is_ie5up)     {        AddToMyChannels_PC(url,title);      } } functionAddToMyChannels_Mac(url,title) {    // Detect the plugin    if(true ==FindPlugins( )) {window.open(‘http://www.podbridge.com/agent/mac_add_channel.php?url=−‘ + url + ‘&te=‘ +title,“Safari_AddChannel”,“status=yes,scrollbars=no,width=500,heig-ht=650”);    } else {      showInstallWindow_Mac( );    } } functionFindPlugins( ) {    numMimeTypes = navigator.mimeTypes.length;    for (i= 0; i < numMimeTypes; i++) {      mimeType = navigator.mimeTypes[i];     if (mimeType.type == “application/x-audiofeast” || mimeType.type ==“application/ odbridge”) {          return true;     }   }   returnfalse; } function AddToMyChannels_PC(url,title) {  try    {       varxObj = new ActiveXObject(“PodBridge.BroadcastService”);       if (xObj== null)         {             ObjLoad = false;         } else {           ObjLoad = true;         }         AddPC(url,title);     }    catch(e)     {         // AudioFeast Service is not presentshowInstallWindow(url,title); functionAddToMyChannels_PC_Silent(url,title) {    try     {         var xObj =new ActiveXObject(“PodBridge.BroadcastService”);         if (xObj ==null)         {             ObjLoad = false;         } else {            ObjLoad = true;         }         reply =xObj.AddFeed(url,title);     }     catch(e)     {         // AudioFeastService is not present.         // This shouldn't ever happen --installation should prevent this from launching.     } } functionAddToMyChannels_Moz(url,title) {     if(true == FindPlugins( )) {window.open(‘http://www.podbridge.com/agent/mac_add_channel.php?url=−‘ + url + ‘&title =‘ + title,“Safari_AddChannel”,“status=yes,scrollbars=no,width=500,height=650”);    } else {         showInstallWindow( );     } } functionAddPC(url,title) {    window.open(“http://www.podbridge.com/agent/pc_add_channel.php?url=” +url + “&title=” + title,“PC_AddChannel”,“status=yes,scrollbars=no,width=500,height=650”); }function AddPcast(url,title) {    window.open(“http://www.podbridge.com/agent/pcast_add_channel.php?channel=” +url + “&title= ” +title,“Pcast_AddChannel”,“status=yes,scrollbars=no,width=500,height=−650”); } function showInstallWindow_Mac(url,title) {    window.open(“http://www.podbridge.com/install/index.php?channel=” +url + “&title=” + title,“Install”,“status=yes,scrollbars=no,width=500,height=650”); } functionshowInstallWindow(url,title) {window.open(“http://www.podbridge.com/install/index.php?channel=” +url + “&title=” + title,“Install”,“status=yes,scrollbars=no,width=500,height=650”); } functionshowItunesWindow( ) {window.open(“http://www.podbridge.com/install/itunes.php”,“Itunes”,“status-=yes,scrollbars=no, width=500,height=650”); } podbridge_callback( );

APPENDIX B Examples of c_rules and u_rules. [In the following, the term,c_qualrules signifies content qualifier rules. A campaign in order toget a match to content requires that the content be qualified by thecampaign's c_qualrules. The term u_qualrules signifies user qualifierrules. A campaign in order to target a user requires that a user bequalified by the campaign's u_qualrules] C_qualrules grammer; Complexexpression using:    ([provider_rules],    [specific_podcast_channels],   [catalog_category_rules],    [catalog_subcategory_rules],   [keyword_rules],    [usage_pattern_rules],    [category_rules] )Example c_qualrules: (channel.provider_id in (3) or channel.id in((‘C6F9C964-858E-4454-ACB1-4FD8AAE1E352‘,‘8A5449C1-B146-4A29-A5F7-F6CD0A0BDD72‘) or channel.id in(select id from channel where idxfti @@ to_tsquery(‘default‘,‘sports‘))or channel.category in (‘News‘) and channel.subcategory in (‘Sports) orchannel.category in (‘Sports‘) and channel.category in (‘News‘)) andchannel.peaktimes in (‘Morning Commute‘,‘Evening Commute‘) andchannel.is_adult = ‘t‘ and channel.is_tobacco = ‘t‘ Explanation: Thisexample campaign targets podcasts --{If the podcast provider is‘Sporting News‘ or if the podcasts are specifically ‘Sporting News‘ or‘Wrestling Observer Live‘ or if the podcasts showup during a search by‘sports‘ keyword anytime now and in the future or if the podcasts areclassified in the catalog under News->Sports or Sports->News now and inthe future and if the channel listening peaks (by historical usage) areduring the commute hours and if the channel allows adult and tobaccoads}---------------------------------------------------------------------------------------------------------------------U_qualrules grammar Complex expression using:    ([age_rules],   [gender_rules],    [location_rules],    [children_in_household_rules]   ) Example: users.age between (25,40) and users.gender in (‘M‘) and (users.zipcode in (select destination from zips_fifty where origin =‘95123‘) or users.zipcode in ( select zipcode from metro where cbsa_namein (‘San Francisco Bay Area‘)) and users.children = ‘f‘ Explanation:Target users whose age is between 25 and 40, both genders and if (Theyare either 50 miles within the zipcode 95123 or If they belong to anyzipcode under ‘San Francisco Bay Area‘ US Census CBSA_NAME and there areno children in household.

What is claimed is:
 1. A method of managing advertisements over anetwork, comprising: storing usage information in an event log in memoryof a user device, wherein the user device is not connected to a server;playing a content file using a media player at the user device, whereinone or more advertisements are spliced into the content file using aplug-in at the user device and the one or more advertisements arespliced into the content file at one or more bookmark locations in thecontent file; updating the usage information, wherein the updated usageinformation pertains to play of the content file by the user device;transmitting the event log using the plug-in when the user deviceestablishes a connection with the server, wherein the plug-in transmitsthe event log over the network from the user device to the server, theevent log including: timestamp information used to calculate which ofthe advertisements inserted at the bookmark locations were consumed, anduser attribute information used to determine a probability that a userof the user device will respond to one of the advertisements splicedinto the content file; and receiving one or more additional contentfiles over the network at the user device, wherein advertisementconsumption data and probability of user response derived from the eventlog are used to select one or more advertisements for splicing into eachof the one or more additional content files.
 2. The method of claim 1,wherein the one or more advertisements are associated with advertisementmetadata, the advertisement metadata providing instructions for splicingthe associated advertisement into one or more content files.
 3. Themethod of claim 2, wherein the advertisement metadata is provided by aplurality of advertisement campaign providers.
 4. The method of claim 1,wherein the content file and the one or more advertisements aretransmitted asynchronously to the user device.
 5. The method of claim 1,wherein the plug-in is transmitted to the user device in response to arequest from the user device for a content file.
 6. The method of claim1, wherein at least one of the one or more spliced advertisements isspliced into the content file at the beginning of the content file. 7.The method of claim 1, wherein the content file and the one or morebookmarks are transmitted synchronously to the user device.
 8. A systemof managing advertisements over a network, comprising: memory of a userdevice for storing usage information in an event log, wherein the userdevice is not connected to a server; and a processor for executinginstructions stored in a computer-readable storage medium, whereinexecution of the instructions by the processor: plays a content fileusing a media player at the user device, wherein one or moreadvertisements are spliced into the content file using a plug-in at theuser device and the one or more advertisements are spliced into thecontent file at one or more bookmark locations in the content file;updates the usage information, wherein the updated usage informationpertains to play of the content file by the user device; transmits theevent log using the plug-in when the user device establishes aconnection with the server, wherein the plug-in transmits the event logover the network from the user device to the server, the event logincluding: timestamp information used to calculate which of theadvertisements inserted at the bookmark locations were consumed, anduser attribute information used to determine a probability that a userof the user device will respond to one of the advertisements splicedinto the content file; and receives one or more additional content filesover the network at the user device, wherein advertisement consumptiondata and probability of user response derived from the event log areused to select one or more advertisements for splicing into each of theone or more additional content files.
 9. The system of claim 8, whereinthe one or more advertisements are associated with advertisementmetadata, the advertisement metadata providing instructions for splicingthe associated advertisement into one or more content files.
 10. Thesystem of claim 9, wherein the advertisement metadata is provided by aplurality of advertisement campaign providers.
 11. The system of claim8, wherein the content file and the one or more advertisements aretransmitted asynchronously to the user device.
 12. The system of claim8, wherein the plug-in is transmitted to the user device in response toa request from the user device for a content file.
 13. The system ofclaim 8, wherein at least one of the one or more spliced advertisementsis spliced into the content file at the beginning of the content file.14. The system of claim 8, wherein the content file and the one or morebookmarks are transmitted synchronously to the user device.
 15. Anon-transitory computer-readable storage medium, having embodied thereona program executable by a processor to perform a method for managingadvertisements over a network, the method comprising: storing usageinformation in an event log; playing a content file using a mediaplayer, wherein one or more advertisements are spliced into the contentfile using a plug-in and the one or more advertisements are spliced intothe content file at one or more bookmark locations in the content file;updating the usage information, wherein the updated usage informationpertains to play of the content file; transmitting the event log usingthe plug-in, wherein the plug-in transmits the event log over thenetwork, the event log including: timestamp information used tocalculate which of the advertisements inserted at the bookmark locationswere consumed, and user attribute information used to determine aprobability that a user will respond to one of the advertisementsspliced into the content file; and receiving one or more additionalcontent files over the network, wherein advertisement consumption dataand probability of user response derived from the event log are used toselect one or more advertisements for splicing into in each of the oneor more additional content files.
 16. The non-transitorycomputer-readable storage medium of claim 15, wherein the one or moreadvertisements are associated with advertisement metadata, theadvertisement metadata providing instructions for splicing theassociated advertisement into one or more content files.
 17. Thenon-transitory computer-readable storage medium of claim 16, wherein theadvertisement metadata is provided by a plurality of advertisementcampaign providers.
 18. The non-transitory computer-readable storagemedium of claim 15, wherein the content file and the one or moreadvertisements are transmitted asynchronously.
 19. The non-transitorycomputer-readable storage medium of claim 15, wherein the plug-in istransmitted to the user in response to a request from the user for acontent file.
 20. The non-transitory computer-readable storage medium ofclaim 15, wherein at least one of the one or more spliced advertisementsis spliced into the content file at the beginning of the content file.